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A study of consumers’ purchase intention toward green food

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CHAPTER 1 : RESEARCH OVERVIEW

1.0 Introduction

This research is going to study on consumers’ purchase intention toward green

food and identify independent variables which involved self-identity, long term

orientation, deontology, collectivism, and income level that influence consumers’

purchase intention toward green food. Background of research will be conducted

in order to give readers a better understanding of green food. Problem statement

will be carried out to provide readers a clear description of issues. Subsequently,

research objectives and research question will be formulated. Lastly, hypothesis

statement of relationship between variables will be testable and significance of

study will be clearly defined of how these variables influence green food purchase

intention as well as their contribution to the government, society, academic

researcher and marketers.

1.1 Research Background

Over the past few decades, green food consumptions are still at the introductory

stage in Malaysia (Phuah, Rezai, Mohamed, & Shamsudin, 2011) where most of

the people do not have much knowledge about green food. However, as Malaysia

is moving toward developing country today, Malaysian is getting educated and

started to change their food consumption pattern. As consumers have started to

realize their consumption will have great impact on the environment

(Vazifehdoust, Taleghani, Esmaeilpour, Nazari, & Khadang, 2013).When the

consumers realize the advantages of green consumption will benefit to the

environment, this will lead to the changing of purchasing behavior from the

conventional ones to green products (Rahim, Shamsudin, Radam & Mohamed,

2011). Besides, the rise in concerns about environmental quality and food safety

has also encouraged people to change their purchasing and consumption behavior


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to a greener consumption (Phuah et al., 2011). The shift from ecology to “green”

was along with a change in consumer preferences, the standard of living,

improved technical in agriculture and marketing which encourage the society to

demand for green food.

Green food falls into seven categories which including grain and oil, fruit, poultry,

aquatic and marine products, milk and eggs, vegetable, liquor and drinks (Cheng,

2014). According to Rubin (2010), green food also covers wheatgrass and other

cereal grasses such as barley, oats, as well as celery, spinach and parsley. Green

food comprises of two dimensions that is the food safety and sustainability have

induced to high food quality and making it so famous in worldwide (Yu, Gao,

Zeng, 2014). These two essential dimensions in food quality can be explained by

the limited amount of chemicals, pesticide, fertilizers and additives used in green

food production where consequently build green foods an image of nutritious,

natural, and environmental friendly. Based on Wang (2009), green food is also

constructed extremely thorough and strictly adhered to supervision, rules and

regulation in producing, storage and distributing. In order to have a better

environment performance, it is essential to sustain the consumption of green food.

According to Aman, Harun, and Hussein (2012), green consumers are usually less

price sensitive on purchasing eco-friendly goods, because they are willing to pay

for higher quality, safe foods, and simultaneously improve animal welfare. In

addition, developing countries like Malaysia which has a positive growth of

economic structure will lead to higher demand for green foods due to higher

purchasing power (Phuah et al., 2011). However, there are other determinants that

might influences green food decision making among Malaysian instead of price.

Thus, this research is going to look into the factors that are most likely to affect

consumers’ intention to purchase green foods.


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1.2 Problem Statement

Based on Euromonitor International (2004), food safety has become a great

challenge that every food industry will face due to the frequent food issues in

Malaysia such as food poisoning. Malaysian consumers are started to emphasize

on food safety. Theoretically, this study will look into exploring the underlying

attitudes among consumers and variables that will influence the consumer

purchase intention on green food whether directly or indirectly. Thus, this

research project focuses on the effect of Theory Planned Behavior’s (TPB)

elements which are attitude, subjective norms and perceived behavioral control.

There are few variables that lead to consumers’ purchase intention on green food.

The variables that used to test the consumers’ purchase intention on green product

are self-identity, long term orientation, deontology, collectivism, and income level.

This study has found out that there are numbers of research studies on purchase

intention organic food but only few researches study on purchase intention of

green foods in Malaysia. Therefore, this research took the opportunity to conduct

a research to find out how TPB can predict the consumers’ purchase intention on

green foods by using these five variables that mentioned above. TPB is used to

predict the food selecting among consumer in many previous researches because it

is one of the most persuasive and substantial social psychological theories in

foreseeing human behavior (Ajzen, 1985).

According to Tan (2013), self-identity can be defined as the societal roles that

identified by individuals through the purchasing products that match with their

self-image. Different individuals have their own perception on self-identity and

they normally create their own identity through consumption decision (Cherrier,

2007). Thus, some of the Malaysian consumers have awareness on the

environment and they will purchase green food to create their green identity.

However, there are some of the Malaysian consumers will still have no intention

on purchasing green food although they have green identity. This might be due to

different individuals have their own perception on purchasing green food. Some

people might think it is not worthy to purchase high cost green food where they

can engage in other low cost ecological activities to create their green identity. For


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example, some of the people engage in recycling to create their green identity

instead of paying for high price premium of green food. Therefore, it is essential

to understand the perception that shaped in the consumers’ mind because it will

determine their purchase intention on green food.

Deontology is an ethical approach that consists of a set of ethical values,

principles, and moral rules that determine whether the intention and/or

consequences of a particular duty is right or wrong (Chan, Wong, & Leung, 2008).

Deontology ethics motivate people to behave in a morally way and they will

guilty if not follow the rules. A person with a deontological view will purchase

and consume green food as this will benefit to the life for humans, animals, plants,

or ecosystems (Leonidou, Leonidou, & Kvasova, 2010). However, the benefits of

purchasing green food might be unseen or invisible due to there are still many

Malaysian consumers who do not have much knowledge about green food

consumption (Rahim et al., 2011). Thus, it might not be able to attract people to

purchase green food although they have deontological view. In addition, when

deontological individuals are unclear with the benefits of consuming green food,

the benefits might not be able to encourage them to purchase green food. This

might due to green food consuming do not act as the moral duty to deontological

people.

Based on Wong, Lee, Lin, and Low (2012), collectivistic individuals will follow

the perceptions of their family, peer, political organization, and religious society

as a referent to make sure whether their action can be performed or cannot be

performed. The knowledge about green food is spreading widely to the consumers

in Malaysia and this lead to the change in consumer preferences, the standard of

living, and improved technical in agriculture as well as marketing. The society is

started to concern about the environment and demand for green food (Phuah et al.,

2011). In this way, collectivism helped to form the perceptions toward green food

among Malaysian populations by encouraging consumers to shift from

conventional food to green food. In this growing green consumption trend,

collectivistic people will tend to purchase green food. Green food consumption of

collectivistic people will be strengthened when the referent group is also


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performed in this way. However, the popularity of green food consumption is still

considered as low compare to other countries.

Developing countries like Malaysia are encountering environmental issues such as

deforestation, household waste and industry waste, and excessive use of non-

renewable natural resources (Phuah et al., 2011). These environmental issues are

therefore prompting Malaysian consumers to purchase green foods. Malaysian

consumers also started to realize the benefit of green food consumption will have

great impact to the environment. In fact, Samarasinghe (2012b) has point out that

long term oriented people are likely to develop values and attitudes in order to

protect the natural environment. Thus, long term orientation (LTO) plays an

important role to motivate consumers’ purchase intention on green food. People

who are long term oriented will motivate themselves to consume green food in

order to obtain a healthy lifestyle in the future. However, it might difficult to

maintain green food consumption in the long run.

On the other hand, consumers’ attitude might be changed according to external

factors such as socio demographic profiles which included income level and

influenced by the consumers’ knowledge as well as awareness about the

environment (Phuah et al., 2011). Income level of consumers will build up their

confidence and trust towards green food purchasing. Consumers may rely on their

purchasing power to purchase green food. Thus, high income level will have

stronger purchase intention toward green food due to their higher purchasing

power.

Furthermore, there are few previous researches have figured out that 70% of

consumers have shown their concern about the environment but they did not

engage in green purchasing (Wong et al., 2012). Therefore, it can be indicated

that consumers’ intention is not reliable. This might be due to different consumers’

point of views toward green purchasing result in different purchase intention

(Wong et al., 2012). Hence, problem statement has been built up in order to

understand the underlying development of purchasing intention of consumers

toward green food.


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1.3 Research Objective

1.3.1 General Objective

The main objective of this study is to examine the factors contributing to the

consumers’ purchase intention on green food.

1.3.2 Specific Objective

To determine the relationship of independent variables (self identity, long

term orientation, deontology, income level and collectivism) on consumers’

green food purchase intention.

To investigate the influence of independent variable on consumers’ green

food purchase intention.

To identify the strongest predictor to the consumers’ purchase intention on

green food.

1.4 Research Questions

Is there any relationship between independent variables (self identity, long

term orientation, deontology, income level and collectivism) on consumers’

purchase intention on green food?

Which independent variable is the have the most influence on consumers’

purchase intention on green food?

Which is the strongest predictor to the consumers’ purchase intention on

green food?


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1.5 Hypothesis of the study

H0 : There is no significant relationship between self identity and intention to

purchase green foods.

H1 : There is significant relationship between self identity and intention to

purchase green food.

H0 : There is no significant relationship between long term orientation and

intention to purchase green foods.

H2 : There is significant relationship between long term orientation and intention

to purchase green foods.

H0 : There is no significant relationship between deontology and intention to


H3 : There is significant relationship between deontology and intention to


H0 : There is no significant relationship between collectivism and intention to


H4 : There is significant relationship between collectivism and intention to


H0 : There is no significant relationship between income level and intention to


H5 : There is significant relationship between income level and intention to



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1.6 Significant of study

The major significant of the study is to increase consumers’ awareness toward

green food. The study of purchase intention of green food can develop ethical

behavior of marketers towards green food as they will understand more about

consumers’ consumption behavior. In this way, different parties can come out

with the most effective way to build positive attitudes among consumers on green

food.

Government plays a significant role to encourage the consumers to purchase more

green food. The framework can arouse the awareness of government toward the

importance of going green. Government can figure out the determinants of

purchase intention on green food. Lin and Huang (2011) suggested government to

provide subsidies and some supportive policies to encourage businesses to set up

more distribution channels to raise the visibility of green products and bring

convenience to purchasing process. Government could provide subsidies to some

of the green products and technologies in order to reduce the prices of the green

products to encourage the consumers to going green (Tan, 2013). Besides that, Yu

et al. (2014), also stated that government should reinforce strengthen the

enforcement of the certification system such as Safe Food, Certification, Green

Food Certification, and Organic Food Certification in order to build up trust of the

consumers toward certified green food. Government intervention can help to

provide quality assurance and improve the demand and supply equilibrium of food

safety (Xu, Zeng, Fong, Lone, & Liu, 2012).

Realizing the seriousness of environmental issues continues to worsen, it has

increased the public concern toward the limited natural resources (Rezai, Phuah,

Mohamed, & Shamsudin, 2013), and the environment degradation. The

framework (self identity, deontology, income level, long term orientation and

collectivism) is beneficial to the society as it will increase individuals’ awareness

of green food consumption. According to Jang, Kim, and Bonn (2011), the

awareness of green food consumption is essential to create an environmental ethic

and subsequently change the consumption behavior. The framework will display a


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better understanding about consumers’ behavior and intention toward green food

consumption and consequently increase the awareness and knowledge on green

foods. As a result, it motivates people to engage in ecological behaviors more

often in order to enhance the environment and life quality of community

(Haryanto, 2014). Laroche, Bergeron, and Barbaro-Forleo (2001) stated that

consumers will go green when they know their behaviors have an impact on

environment. For example, ecological conscious that define one’s self identity will

lead them to purchase more green food as they believe green consumption able to

fight against environmental degradation. The green food concept can be more

popularized in Malaysia if the society becomes more familiar with environmental

issues and the framework is apparently contributing to the society.

Furthermore, marketers are able to generate knowledge about consumers’

purchase intention on green food from this research. Marketers can refer to this

research in order to develop green marketing strategy which involved

advertisement, green packaging, promotion and green awareness program.

According to the Soonthonsmai (2007), marketers can minimize environmental

problems by engaging in ecological activities such as green marketing. Green

marketing is a management process which responsible to determine, planning,

providing the beneficial toward the society and customer in order to satisfy their

requirement in a sustainable way (Chen & Chai, 2010). Marketers who promote

green marketing can satisfy customers’ needs and at the same time avoiding

harmful effect on the environment. However, marketers who pursue green

marketing will confront with many challenges due to the high cost and high

demand of consumer (Chen & Chai, 2010).

The framework provides a clear picture of the study for researchers to predict

consumers’ purchasing intention on green food. According to Khan (2012),

additional factors can be explored for future research on purchase intention on

green food. Researchers who intend to conduct relevant studies in the future can

refer to this framework in order to support and improve the reliability of data.

Future researchers are able to predict the behavior of the green consumers based

on the purchase intention that has been analyzed in this framework. Future


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researchers can refer to the method that adopted in this research when they are

studying on the similar variable.

1.7 Chapter layout

This study consists of 5 chapters:

1.7.1 Chapter 1: Research Overview

This study is to identify consumer’s purchase intention toward green food

which involved introduction, background of study, problem statement,

research objectives, research questions, hypothesis and significant of study

to better define this research. An overview of studies will be conducted by

researcher.

1.7.2 Chapter 2: Literature Review

This chapter involved published work that has done by previous

researchers and the literature about consumer’s purchase intention toward

green food will be founded in the journal and articles. Besides that, the

conceptual framework of hypothesis will be empirically tested and further

established in this chapter.

1.7.3 Chapter 3: Methodology

All research method in terms of research design, data collection method,

sampling design, and analysis method will be determined by researcher.


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1.7.4 Chapter 4: Data Analysis

This chapter will showed different type of table, pie chart, bar chart to

clearer respond research finding and Statistical Package for Social Science

(SPSS) will be used to measure the significant and not significant of data

collection.

1.7.5 Chapter 5: Discussion, Conclusion and Implication

This chapter will draw a summary of overall chapter that have been

discussed and it consists of limitations and implications of the research.

Recommendation will be suggested by researcher for future research

conducted.

1.8 Conclusion

This study tested the measurement of consumer’s purchase intention toward green

food, problem statement and research objectives will be developed and declare,

research questions will be drawn to better identify the research answer, a number

of hypothesis will be established in relation to study, and significant of study will

be conducted.


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CHAPTER 2 : LITERATURE REVIEW

2.0 Introduction

This chapter is primarily discussing about the relevant variables and theoretical

framework which are related in the previous research. In this chapter, secondary

data which involved some resources have been used in order to support the

research conducted. Thus, this chapter consists of literature review, theoretical

framework model, hypothesis development and conclusion was included to sum

up this chapter

2.1 Overview on Green Food

2.1.1 Green Food History

Green food is defined as food that complies with National Health Security

Food Standard for permission to use the green food label and is

acknowledged by professional institution (Cheng, 2014). Cheng (2014)

stated that green food is plant in pollution-free environment and the

process of producing the green food is strictly control on avoiding the

usage of harmful substance. This is supported by Paull (2008) that green

Food is produced in a controlled process and reduced the usage of

pesticides. Besides that, green food is produce under a rigorous

supervision in food processing (Zhou, Helen, & Liang, 2011).


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2.1.2 Green Food Studies

Some of the previous researchers have conducted few studies to measure

consumer purchase intention toward green food and the variables being

measured under this study are Theory of planned behavior (TPB). In TPB,

an individual behavior intention could be forecast by attitude, subjective

norm and perceive behavior control. For instances, an individuals’ internal

value could considered as attitude, subjective norms could consider as

individuals’ intention to buy green food would influenced by their external

environment while perceive behavior control could refers to the available

of food for everyone (Zhu, Li, Geng, & Qi, 2012). These all variables

would influences consumers’ intention toward green food consumption.

Besides that, according to Wang (2009), attitudes, locus of control,

personal responsibility, knowledge of issues and action skill are the five

variables conducted in the previous study and these five variables stated

have positive relationship toward consumers’ purchase intention of green

food. In addition, another study conducted by Ooi, Kwek and Tan (2012)

had established the framework based on the Theory of Reasoned Action

(TRA) which involved other variables such as environmental knowledge,

environmental attitude, government initiative, peer pressure and eco-label

toward individual green purchase intention. TRA was carried out to argue

that an individual ’attitude and subjective norm on environment could

affect on consumers’ action toward green consumption.

2.1.3 Green food in Malaysia

In Malaysia, green food is still a new concept to Malaysian (Phuah et al.,

2011). There is limited knowledge about the green consumption pattern of

consumers in Malaysia although many green campaigns have been

conducted. In addition, Malaysia is one of the countries that take serious

consideration about the environment by endorsing the “Environment

Quality Act” in early stage (Ooi et al., 2012). The Malaysian government


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has promoted strategies to raise sustainability awareness to the community

by initiating some sustainable events (Chen, & Chai, 2010).In this way,

Malaysian consumers are started to move toward a healthier lifestyle due

to shift in consumer preferences, improved living standard, higher

purchasing power, and technical advancement in food industry (Ooi et al.,

2012). In addition, the introduction of green food is enhanced by the rising

concern on the usage of pesticides, insecticide and chemical in production

of agriculture. Based on Euromonitor International (2004), food safety has

become a great challenge that always faced by the foods industry due to

the frequent food issues in Malaysia such as food poisoning. Thus,

Malaysian consumers are started to emphasize on food safety (Radam, Lee,

Shamsudin, Mohamed & Selamat, 2007) and begin to demand for green

foods. The demand for green food is rising in Malaysia (Cheah, 2009;

Chen & Chai, 2010).Besides that, developing countries like Malaysia are

encountering environmental issues such as deforestation, household waste

and industry waste, and excessive use of non-renewable natural resources.

These environmental issues are therefore prompting Malaysian consumers


2.2 Theoretical Model

2.2.1 Theory of Planned Behavior

Theory of planned behavior (TPB) is one of the most significant social

psychological theories that predicting individual behavior (Dean, Raats, &

Stepherd, 2012). According to Ajzen (1991), TPB claimed that the

individuals’ behavioral intention can be predicted by attitude towards

behavior, subjective norm and perceived behavioral control. Behavioral

intentions are forecasted by individuals’ attitudes, perceived social

pressure, and the level of control that individual feel that they have over

the behavior (Dean et al., 2012). According to TPB, the positive attitude of


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the person, the strong subjective norms and higher perceived control over

behavior will increase the behavioral intention on the person (Rise,

Sheeran, & Hukkelberg, 2010). Individuals are probable to perform a

particular behavior only if they believe that particular behavior will have

valued outcomes (Kim & Han, 2010).

TPB has been applied in many previous researches in different context of

green consumption to explain consumers’ behavior and proven that it is

highly reliable to predict and explain individual behavior. For instance,

this model has applied in a research that investigated consumers’ intention

to purchase green produced food in Malaysia by Rezai, Mohamed,

Shamsudin and Phuah in 2011. It has proven that positive perception

(attitude and awareness towards the green concept), subjective norms

(green movement) and perceived behavior control (Food Safety,

Environmental Friendliness and Animal Welfare) are significantly

influence Malaysian purchase intention on green food as suggested by the

TPB model (Rezai et al., 2011).

TPB model also applied in the research of green and sustainable homes to

understand and predict the purchase intention of the consumers that done

by Tan (2013). The result shown that purchase intention of house buyers

toward the green and sustainable homes in Malaysia will influenced by

their attitude, subjective norms (social referent) and perceived behavioral

control (availability of resources). By applying TPB in this research,

researcher can have better understanding on which marketing

communication could affect the actual behavior of the house buyers (Tan,

2013).

In contrast, although TPB has been broadly used to predict and explain

human behaviors, some of the research found out that TPB was not ideal

and could not predict the behavior accurately all the time. Some of the

researches need to add some constructs along with the existing elements in

the TPB to strengthen the prediction of the consumer behavior. One of the


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examples is the research done by Kim and Han (2010), which had extend

the TPB model with additional construct to better understand the

consumers’ eco-friendly consumption. Environmentally conscious

behaviors had added into the model in order to study the intention of the

consumer to pay for conventional-hotel (non-green hotel) prices at a green

hotel. This research has used the three elements (attitude, subjective norms

and perceived behavior control) and one added element (environmentally

conscious behaviors) to predict the consumers’ behavior (Kim & Han,

2010). By using the extended TPB, it can help to improve the

understanding of the researcher toward the consumers’ intention to pay for

standard-hotel prices for a green hotel (Kim & Han, 2010).

As conclusion, although TPB has some limitations, the evidences above

also shown that TPB is adequate to explain and predict human behavior

(Armitage & Conner, 2001). Therefore, TPB is chosen to evaluate on

favorable or unfavorable attitude toward the green consumption, high or

low subjective norms that might affect the consumption and the level of

perceived behavioral control may significantly affect to an increase or

decrease in the consumers’ purchasing intention toward green foods.

2.3 Dependent Variable

2.3.1 Purchase Intention

According to Tan (2013), intention is a significant predictor on individual

actual behavior in the future. It is an attitude-behavior relationship which

might affect how much effort needed to perform the behavior (Ramayah,

Jason, & Mohamad, 2010). The performance will be more likely when

consumer have stronger intention toward a particular behavior (Francis,

Lee, Lin, & Low, 2012). The purchase intention of the consumer is

positively affect the probability of a consumer’s actual purchase decision


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on green products (Chen, 2013). In other words, it is assumed that the

willingness of the consumer to purchase a particular product is higher

when the purchase intention is high. Therefore, when consumers have

strong intention towards the green foods, they are more likely to transfer it

into actual purchase (Francis et al., 2012).

2.4 Independent Variable

2.4.1 Self Identity

According to Werff, Steg and Keizer (2013), self-identity is defined as the

tag that people used to describe themselves and able to affect the attitude

and intention on purchasing behavior (Michaelidou & Hassan, 2008). Ones’

self-identity can be defined as the societal roles that an individual identify

with and they will purchase the products that match with their self-image

(Tan, 2013). Self-identity has been found to provide significantly to the

prediction of food choice (Dean et al., 2012; Michaelidou & Hassan, 2008),

living choice (Whitmarch & Neill, 2010), and recycling (Rise et al., 2010).

Self-identity may affect one’s attitude toward a specific behavior and lead

to the actions regardless how they feel about the particular behavior

(Whitmarch & Neill, 2010). Fielding, McDonald and Louis (2008) found

out that green self-identity is an independent predictor of organic purchase

intention although self-identity should influence consumers’ intention

through attitudes theoretically. Thus, consumers who are environmental

concern are more likely to purchase green products that are environmental

friendly (Michaelidou & Hassan, 2008; Tan, 2013). This is supported by

Werff et al (2013) which argued that individual with strong environmental

self-identity will be motivated to act in environmental-friendly manner

because they will feel guilty when not act in what they ought to do.


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Based on the previous research, Michaelidou and Hassan (2008) argued

that a green consumer is highly conscious and tend to purchase green and

environmental products. The relationship of self-identity with behaviors

can be explained by the identity theory (Fielding et al., 2008). According

to the identity theory, individual tend to categorized themselves in a

meaningful socially group (Rise et al., 2010). People who view themselves

as individuals who are environmentally-friendly are more likely to behave

as environmentalists than the people who have weak self-identity on

environmental friendly (Werff et al., 2013).

2.4.2 Long Term Orientation

Long term orientation (LTO) exists when an individual is focusing on

future perspective. Dimensions of culture are categorized into time space

which linked to environmental concerned/attitudes (Samarasinghe, 2012b).

According to Samarasinghe (2012b), LTO is the prospects perceived by an

individual that a society to be ready to overcome its matter in future.

According to Leonidou, Leonidou and Kvasova (2010), LTO is the extent

to which an individual that focus on future-oriented perspective, rather

than short-term point of view.

Samarasinghe (2012b) also highlighted that LTO people are more likely to

develop values and attitudes in order to protect the natural environment. In

fact, consuming green food is beneficial to the society in the long run

(Khaola, Potiane, & Mokhethi, 2014). Health consciousness is one of the

element that long term oriented people possessed as they are aware and

concerned about their health condition in the future. In this respect, they

are motivated to purchase green food because they want to maintain or

improve their health condition (Kulikovski & Agolli, 2010).

Based on previous research has done by Samarasinghe (2012b), it is

proved that LTO have strong positive correlations with environmental


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concern or attitudes. A LTO person is intended to save the natural

environment because this can generate benefits for his or her family and

friends in future and keep the environment sustainable for future

generations to enjoy (Leonidou et al., 2010). Individuals who are focusing

on future oriented perspective will more likely to protect the environment

for their younger generation to enjoy the healthy environment. In relation

to this, public and private sector stakeholders around the world can

exercise green purchasing to achieve a sustainable future for the global

society (Hessami, Yousefi, & Goudarzi, 2013).

2.4.3 Deontology

Deontology is an ethical approach that characterized by focuses on the

adherence to independent principles, moral rules or duties, whether the

intention and consequences of the particular rules or duties are right or

wrong (Chan et al., 2008). A deontological individual is behaving morally

when following the duty; and is behaving immorally when fail to follow

the duty. However, Staveren (2007) argued that deontology is the root of

moral principles whereby these ethics have become universal norms that

articulated through human will such as the action taken, behavior, and

whether it is right or wrong regardless of the consequences. This statement

is supported by deontological theory of ethics which is stated that

deontology principle is only concerned with the rightness of an act, but not

the outcomes (Kant, 1997). Besides, Davis (1991) also showed that

deontological tend to be formulated negatively, narrowly framed and

directed. Furthermore, deontology has been issued in certain field such as

science and technology (Berzai, 2012), and medical (Oliveira & Azevedo,

2012). In science and technology, the ethical duties are applied in order to

avoid the negative effect of dissemination of computer viruses. While in

medical field, there is deontological code of nurses which is focused on

“ethical care” in providing service (Oliveira & Azevedo, 2012).


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Deontology plays an important role as a reference to values of humanity in

ecological issues. According to Leonidou et al. (2010), green consumers

who are adopting deontological approach think that they have a moral duty

and responsible to protect and concern about the environment, animals,

plants, or ecosystem and simultaneously they are very sensitive to any

violation. Garcia-Rosell and Moisander (2008) suggested that the

environment has a moral right to be treated well, and people with

ecological conscious will take the environment protection as their moral

duty. Thus, people with strong deontological views tend to engage

themselves in consuming green food in order to protect the environment.

Deontology approach helps in alleviating particular problems associated

with the environment. Green consumers are basically sensitive to

environmental deterioration and tend to take remedial actions on their

consumption life-style such as purchasing green foods to minimize the

problems (Freestone & McGoldrick, 2008).In the other word, green

consumers will consume green food because it is environmental friendly

and consistent to their principles, while, if the green consumers do not

consume green food, they will feel guilty because they do not fulfill their

moral duty.

2.4.4 Collectivism

The conviction towards collectivism emphasizes on “group” which mean

that interaction among individual plays an important role to each other as

the decision would be generated from the whole group of the people.

Collectivistic individuals are usually driven by social norms and they are

willing to share with others (Leonidou et al., 2010). Besides that, social

norms are defined as an individual’s attitude, feeling, action that will be

influenced by referents group of people such as family, neighbors and

others (Ramayah et al., 2010).


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Based on Ajzen (1991), an individual’s behavior performance is affected

by referent individuals or groups which included family, peer, political

organization, religious society and others. Individual will assume those

referent individuals or groups play an essential role in their life. In this

case, individuals will refer to those people they trusted in their life,

meaning that if the referent group thinks that green consumption is good,

this will increase the purchase intention of individuals toward green

products. One of the study conducted by Pickett-Baker and Ozaki (2008)

found that subjective norms have strong association with green

consumption behavior and able to increase the purchase intention on green

products among individuals. Based on the research conducted by Kim and

Chung (2011), subjective norm has influences on consumers’ purchase

intention on organic skin care products. Consumers tend to refer to other

people’s opinion in decision making of purchasing organic skin care

products. It is supported by Wahid, Rahbar and Tan (2011) who found out

that collectivism is a significant predictor on consumer green behavior.

According to Samarasinghe (2012b), collectivistic individuals are more

willingness to help each others, give more concern to the goals than

individual goals, in group harmony, cooperation and concern on family

safety which will motivate them to engage in environmental friendly

behavior. In addition, Leonidou et al. stated that individuals show their

interest toward welfare of society, and reinforce the essential of duties and

responsibility toward environment. Thus, consumer purchase intention

toward green food is derived from the value of collectivism (Perrea,

Grunert, Krystallis, Zhou, Huang & Hue, 2014).

2.4.5 Income level

In environmental-friendly sector, income level acts as a predictor to

determine environment awareness among each other (Junaedi, 2012).

Income level and price are linked to one another and affecting the product


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decisions among consumers. Based on some researches that have been

conducted in low income countries found out that consumer is less willing

to pay for high price eco-friendly products (Bloom & Jaypee, 2004;

Junaedi, 2012). In this perspective, when consumers with low income level

cannot afford high price green products, they will be less concerned about

environment compared with consumer who has high income level. Chia,

Chow, Ong and Woon(2013) supported that high income individuals

purchase more organic products because they are willing to pay for high

price certified organic products. Besides, the rising in income encourage

individuals to shift their food choices to greener consumption.

According to Samarasinghe (2012a), consumers with high income level

able to purchase higher price of green product and have high environment

awareness. In contrast, consumers with low income level have lower

interest in environmental-friendly products compared to conventional

product (Paco, Raposo, & Filho, 2008). This can be concluded that income

level is one of the predictors of purchase intention on green food (Chia et

al., 2013).

According to Rezai et al. (2011), consumers possess high income level

will be more intended to purchase green food because they realized that

consuming green food can lead them to a healthier lifestyle and at the

same time environmental issues can be solved. This is supported by

research conducted by Yu, Gao, and Zeng (2014) stated that the increased

in income level will motivate consumers to change their preferences

toward green food. This study has defined that consumer’s income level

will influence their concern about health, social and animal welfare,

environment concern and green food consumption.


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2.5 Conceptual Framework

2.6 Hypothesis development

H5

H4

H2

H1

Behavioral Attitude

Self- Identity

Long Term Orientation

Subjective Norms

Deontology

Collectivism

Perceived Behavioral

Control

Income Level

Customers’

Purchase

Intention on

Green Food

Figure 2.1 Proposed Conceptual Framework

H3


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2.6 Hypothesis Development

2.6.1 Self identity

H0: There is no significant relationship between self-identity and intention


H1: There is significant positive relationship between self-identity and

purchase intention on green foods.

According to Michaelidou and Hassan (2008), self-identity is the most

important predictor of purchase intention of organic food. The favorable

attitude of the consumers toward organic food is affected by the ethical

issues and it might also increase the motivation of actual purchase

behavior directly (Michaelidou & Hassan, 2008). This statement is

supported by Rise et al. (2010) saying that self-identity is a key factor of

consumer’s motivation to formulate purchase intentions in order to

strengthen, support and prove their self-identity. The result of the

researches shown that self-identity is a significant predictor of intention

(Michaelidou & Hassan, 2008) and should be included as a component of

theory of planned behavior (Rise et al., 2010).

However, Rise et al. (2010) found that self-identity will influences

behavioral intentions when TPB variables and past behavior have been

taken into account. The previous research conducted by Dean et al. (2012)

found that individual’s repeated behavior may influence one’s self-concept

and may also lead to the motivation of actual behavior. This indicated that

individual who consumed green product will have stronger intention to

purchase as they already showed their identity as a green consumer in their

past behavior (Dean et al., 2012). The more frequently of performed

behavior showed higher correlation between self-identity and behavioral

intention of an individual (Dean et al., 2012).


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According to Fielding et al. (2008), self-identity is considered as

independent factor to predict the environmental activism intention. In short,

individual have greater intention to purchase green products when they see

themselves as environmental activists. Besides that, Dean et al. (2012) also

mentioned that individual who classified themselves as green consumers

will have strong intention to purchase organic foods. In the research of

environmental activism conducted by Fielding et al. (2008), the correlation

of self-identity and intentions is strong and support the argument that self-

identity is an significant measure of consumers’ behavioral intention.

2.6.2 Long Term Orientation

H0: There is no significant relationship between LTO and intention to


H2: There is significant relationship between LTO and intention to


Recent research have shown that individuals that focus on future and

cultures are long-term oriented and tend to protect the natural environment

by purchasing green food (Khaola et al., 2014). Consumers prefer actions

required over long period than one in the short period because they could

have more time to solve it or reduce the perceived conflict (Bertoli, Codini

& Miniero, n.d.). Based on this future benefits, LTO will positively impact

on green consumption. This is supported by Chairy (2012) saying that the

greater the values of LTO, consumers will have more intention toward

green consumption. In short, LTO is significantly influence on attitude

toward green food.

Khaola et al. (2014) refer that LTO was a strong determinant of attitude

towards green foods, which in turn influenced green purchase intentions.

However, attitude towards green foods fully interfere the relationship

between LTO and green purchase intentions and this also explained that


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LTO only had an indirect influence on green purchase intentions through

domain specific attitudes. Khaola et al. (2014) argued that environmental

concern was weakly related to green purchase intentions. The weak

relationship between the LTO and green purchase intentions can be

explained for two reasons. First, it is possible specific behaviours via the

activation of situation-specific attitudes will be affected by general

attitudes like LTO. The second reason is they noted that pro-environmental

behaviours differ from the general purchase related behaviours in the sense

that, while the concluding are often driven by assessment of the costs and

benefits that accumulate to the individual; Long term oriented people are

not likely to deliver instant personal gain or fulfilment. In other words,

buying or using green products often produces benefits that accumulate to

the society in the long run.

2.6.3 Deontology

H0 : There is no significant relationship between deontology and intention


H3 : There is significant relationship between deontology and intention to


In this hypothesis, researchers believe that deontology has a significant

relationship with the intention to purchase green foods. Deontology has

been figured out as an ethical factor that is proved to be a strong driven in

relation to environmental awareness. According to Leonidou et al. (2010),

people with deontological ethics will think they have a moral duty and

avoid unnecessary harm to people and animals. In this respect, deontology

will significantly encourage the positivity attitude towards the environment

and animal welfare. Leonidou et al. (2010) suggested that a deontological

individuals will thus act more morally and responsible toward the

environment. This is because they are tied with specific principles and also

adhere to ethical values. This makes a person has a sense of moral in their


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consumption pattern and thus stimulate the intention to purchase green

foods which are less negative impact on the environment.

Another study conducted by Barbarossa (2012) showed that deontological

principles will enhance the positive motives and consequently motivate the

consumers to engage in green purchasing. From this point of view, the

level of deontology will significantly influence the people to purchase and

consume more green food in order to the environment and animal welfare

because they think that it is a rightness action to do so. In addition,

deontological individual will aware of the need for a better environment

and they feel guilty for not behaving in the righteous way and resulting in

sadness or distress. In this respect, deontological people will intend to

purchase green foods to reduce distress (Haines, Street & Haines, 2008).

2.6.4 Collectivism

H0: There is no significant relationship between collectivism and intention


H4: There is significant relationship between collectivism and intention to


In the aspect of individualism and collectivism orientations, many

researchers (Kim and Choi, 2005; Sarigöllü, 2009; Leonidou et al., 2010)

argued that individual goal in individualistic culture are more essential

than group goals whereas group goal will be more essential than

individuals’ goal in collectivism culture. According to Triandis (1989),

individual in the collectivistic culture are adapted themselves in a group,

whereby in the individualistic culture, it is more concerned about

independent, self-oriented and identity of an individual.

However, according to Samarasinghe (2012b), collectivistic cultures are

primarily driving forces toward the behavior of consumer due to the


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affiliation and admiration from others. Collectivistic people tend to be

more focus on group oriented goals, group consensus and cooperation

among other which able to lead consumers who are collectivism to

establish environmental conscious manner. It is because they prefer to help

each other in a group and emphasize on group goal rather than their

individual goal. In the other hand, collectivistic people are obey to social

norms which are more likely to engage in environmentally activities, and

majority of the environmental concerned activities are promoted and

suggested by public sector (Kim & Chung, 2011).

In the case of saving ecological well being, Kaufmann, Panni, and

Orphanidou (2012) stated that individuals who are collectivistic will be

more cooperative than individuals who are individualistic. This result

showed a positive impact toward collectivistic individual’s belief to

recycling and indicated that collectivistic individuals are more willing to

engage themselves in recycling activities due to their cooperation, group-

oriented goal and willingness to support each other (Kaufmann et al.,

2012). In addition, collectivism can enhance motivation among each other

in a group in order to protect the environment through sustainable green

food consumption. Therefore, it can conclude that collectivism influence

on the consumers’ green food buying intention (Kaufmann et al., 2012).

2.6.5 Income Level

H0: There is no significant difference between income level and intention


H5: There is significant difference between income level and intention to


Paco et al. (2008) disputed that consumers with high income level are

more associated with pro-environment behavior. Chia et al. (2013)

supported that high purchasing power of individuals will be more willing


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to purchase green products as when consumers’ income level are

increasing, they will look seriously into their health and the quality of food

they are consuming. Thus, it will lead to a significantly change in their

daily food habit which is from conventional food to green food (Chia et al.,

2013).

However, Elliott (2013) argued that incomes level are not the main reason

that will affected consumers’ purchase intention toward green products

and high income level do not seem to be a factor that will enhanced

individuals’ intention on green purchasing. Elliott (2013) further explained

that consumer with more money would not mean their ability toward green

purchasing will increase because more money does not represent appeal of

green purchasing. Besides, there is no evidence to show that consumer

with high income level prefer to buy more conventional products instead

of green products (Elliott, 2013). Another research done by Laroche et al.

(2001) argued that income level is not associated with eco-friendly

behavior and some of the consumers possess low income level will still

engage in environmental friendly activities. This is supported by Elliot

(2013) that green purchasing is not related to individuals’ economic

resources although they possess high income level. This had proved that

income level is less reliable to forecast environment awareness and green

purchasing behavior of the consumers.

According to Laroche et al. (2001), consumers who earn middle to high

income level tend to be more environmentally conscious and higher

environmental sensitivity among these consumers. In addition, consumers

who have high income level are categorized as loyal green consumers,

while the consumers with low income level will be less concern about

environment and less loyalty on green purchasing (Banyte, Brazioniene &

Gadeikien 2010). In short, consumers with high income level will have

green perceptions in their mind.


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2.7 Conclusion

In this chapter, it gave an overview of five independent variables which are self-

identity, long term orientation, deontology, collectivism and income level and one

dependent variable which is purchase intention on green foods. Besides, a

conceptual framework is developed to test the relationship of the independent

variables and dependent variable. In the next chapter, research methodologies

which included data collection methods and data analysis methods will be

discussed.


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CHAPTER 3 : METHODOLOGY

3.0 Introduction

In Chapter 3, this chapter discussed research design, data collection method,

sampling design, research instrument, construct measurement, data processing and

data analysis.

3.1 Research Design

According to Logasakthi and Rajagopal (2013), research design is an arrangement

of conditions for data collection and data analysis. The purpose is to combine

relevance to the research purpose with economy in procedure. A research design

is a work plan that included details about what need to be done in order to

complete the project. This is to ensure the project will follow the research design.

Research design enables evidence to answer the initial question. Gaining relevant

evidence consists of specifying the type of evidence needed to answer the research

question, test on theory, evaluate a program or describe some phenomenon

accurately.

3.2 Data Collection Methods

Data collection method is the way researcher used to collect primary data for a

particular research and reusing the research material for further analysis (Hox &

Boeiji, 2005). In this study, the researchers will make use of primary data and

secondary data.


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3.2.1 Primary Data

Primary data is information that was collected by researchers and

conducted specifically for survey research assignment (Ut, 2013). Primary

data is original in nature and compiled so that it can accessible to the

public. According to Gulnazahmad (2011), primary data is more consistent,

accurate, and unbiased as the data is developed from firsthand experience.

There are various available methods can be used to gather the information.

In this study, the primary data were collected through questionnaires and it

is important to ensure the data is relevant to the topic. The researchers are

using hand-in-hand and online questionnaire survey method. The

questionnaire is divided into two main sections including demographic

profile, and factors influencing consumer purchase intention toward green

food to ensure the results are relevant and high degree of accuracy. All the

data gathered from target respondents would be analyzed to make a

conclusion. Questionnaire is used to collect primary data in this research

because it is easier to reach the respondents.

3.2.2 Secondary Data

According to Smith (2008), Secondary data are the data collected by

further analyze the existing research study in order to obtain data which

are different from the original dataset. Secondary data is available in

written, typed or in electronic forms. In this research, written form of

secondary data is used such as books, articles, journals, and newspapers.

Meanwhile the non-written form used in this study is online database

(eprints, EBSCO Host, ScienceDirect, Jstor, and Emerald). A secondary

data can prove and support a statement in effort to avoid incorrect

information. As a result, a clear frame of mind and direction can be formed

and contribute to better research study.


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3.3 Sampling design

3.3.1 Target respondent

Target respondent is defined as a group of people who are able to meet the

expectation of the survey. The objective of this research is to determine

how the factors will influence consumers’ purchase intention toward green

food. In this research, respondents are consumers from 18 to 65 years old

who have purchasing power to buy green food and have or do not have

intention to purchase green food.

3.3.2 Sampling frame and sampling location

Sampling frame is a list that correctly indicate sample element. This

research collected information by interview 200 respondents through hand-

in-hand questionnaires and online survey regarding consumers’ purchase

intention toward green food. The hand-in-hand survey was carried out in

supermarket such as Jusco, Cold storage and green food store because

these area will be gather by consumer who want to buy their necessities

especially their daily food consumption. Online survey is distributed

through Google Docs to reach respondents effectively.

3.3.3 Sampling Elements

In this research, respondents are required to answer particular questions in

order to have a better insight about consumers’ purchase intention on

green food. For instances, “Do consumers have purchase intention toward

green food?” Respondents are required to answer because these particular

questions can predict the intentions of consumers’ adoption behavior and it

is usually applied in behavior development (Van Ittersum & Feinberg,


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2010).This is an important part of sampling element in order to ensure

accuracy of data collected and relevant toward research topic.

3.3.4 Sampling Techniques

According to Zikmund, Babin, Carr and Griffin (2013), sampling

techniques can be classified into two categories such as probability

sampling and non-probability sampling. In probability sampling, the

population of each element has a chance to be selected and known as

nonzero probability which involved simple random sample. For non-

probability sampling, the population of each element being selected is

unknown which included convenience sampling.

In this research, non-probability sampling is being chosen due to the

advantages of pragmaticand more flexible (Davis, 2006). Under non-

probability sampling, convenience sampling is being selected because it is

cost-effectively and efficiently (Zikmund et al., 2013). Thus, the hand-in-

hand questionnaires were distributed to the respondents who are available

to answer in the supermarket.

3.3.5 Sampling size

According to Saiful (2011), suggested that an applicable sample size is

within 30 to 500 respondents. Thus, in this research, a total set of 200

questionnaires were designed and distributed to target respondent in order

to reach the requirement and better representative of target population.

According to Table 3.1 by Sudiyanti (2009), 200 of sample size is fair

adequate to get reliable correlation coefficients results.


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Table 3.1: Guidelines for the adequacy of the total sample size

Sample Size Level of Adequacy

50 Very poor

100 Poor

200 Fair

300 Good

500 Very Good

1000 or more Excellent

Source: Sudiyanti (2009, p. 46)

3.4 Research Instrument

In this research, self-administered questionnaire was distributed to respondents for

the data collection and data analysis purposes. Self-administered questionnaire is

the easiest and common method used for data collection. It does not require the

assistance of interviewer where respondents can answer the question via

questionnaire paper and internet themselves (Zikmund et al., 2013). Paper survey

and online survey was conducted in order to reach large amount of potential

respondent effectively.

3.4.1 Questionnaire Design

The design of the questionnaire plays an important role in the process of

survey research. It is a crucial stage in order to meet the fundamental

criteria of relevance and accuracy (Zikmund et all., 2013). The

questionnaire is divided into two sections such as Section A (demographic

profile) and Section B (factors that influence consumers’ purchase

intention toward green food).

The objective of the study, introduction of the research title as well as the

details of the researchers are presented in the cover letter of the


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questionnaire to inform and ensure that the respondent understand the title

and the purpose of the survey. There are six fundamental questions on

respondents’ personal information in part A of the questionnaire which

include gender, race, age, marital status, income level and employment.

The purpose of the demographic question is to increase the understanding

toward the targeted respondents. On the other hand, part B involved

questions regarding four independent variables which are self-identity,

long-term orientation, deontology and collectivism. It is used to examine

how the independent variables influence consumers’ purchase intention

towards green foods.

A total of 200 questionnaires are prepared and distributed to target

respondents through online and hand-in-hand survey form. Before the

formal survey was carried out, total of 30 pilot test samples was distributed

as pretesting process to minimize biased and ambiguous question in order

to ensure the validity and reliability of questionnaires.

3.5 Construct Measurement

3.5.1 Scale Measurement

Questionnaire is a formalized set of questions to collect information and

data from a sample of individual. It also enables researchers to categorize

and quantify the variable according to the particular research topic.Scale

measurement is defined as the process of determining the reliability and

validity of certain statistical analyses. There are two sections in the

questionnaire which are section A and section B and included three levels

of scale measurements such as nominal scale, ordinal scale, and Likert

scale.


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Nominal scale is a scale measurement used to label qualitative variables

for identification and classification purposes. In section A, nominal scale is

used to measure the respondents answer.

Ordinal scale is the order of the values that allowing things to be arranged

based on how important or significant of some concepts. The scales are

range by the way from the most to the least preferred or from the least to

the most preferred. The gross income and age are categorized as ordinal

scale.

Section B includes the opinion of the respondents toward the independent

variables (self-identity, long term orientation, deontology and collectivism)

and dependent variable (purchase intention). In this study, 7-point Likert

scales (as shown in Table 3.2) used as measuring method to ensure the

questionnaire more sensitive. Likert scales used to measure the

respondents’ opinion by checking how strongly they are agree or disagree

with the statements.

Table 3.2: 7-points Likert Scale Measurement

Strongly

Disagree

Disagree Slightly

Disagree

Neutral Slightly

Agree

Agree Strongly

Agree

1 2 3 4 5 6 7

Source: Developed for the research


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3.5.2 Origin of Construct

The sources of construct measurement are adapted from few literatures.

Table 3.3: Origin of Constructs

Construct Adapted From

Self-Identity Tan, 2013

Long Term Orientation Kulikovski & Agolli, 2010

Deontology Tanner, Medin & Iliev, 2007

Collectivism Kim & Choi, 2005

Purchase Intention Jeger, Ham, & Leko, n.d.


3.5.3 Operational Definition

Table 3.4 shows the different measurements adopted in the questionnaire.

All the items that will be use to test the five variables are shown below:

Table 3.4: Operation Definitions

Variables Questions

Self-identity 1. I think I will engage in green purchasing behavior

owing to moral concern.

2. Engaging in green food purchasing is an important

part of who I am.

3. I purchased green food because I think of myself as

someone who is very concerned with environmental

issues.

Long Term

Orientation

1. I usually make an attempt to eat well-balanced diet

by consuming green foods,

2. In the long-run, people who take care of themselves

stay healthy by consuming green food.

3. I consume green food because it is healthier than the


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conventional one.

4. I think that I am protecting my health for future by

consuming green food.

Deontology 1. I choose to purchase green food because it is

consistent with my principles

2. I choose to purchase green food because I have the

moral duty to behave that way.

3. I choose to purchase green food because this

behavior is definitely right.

4. I choose to purchase green food because the other

alternative is morally forbidden such as animal

testing food.

Collectivism 1. I respect majority’s wish especially towards green

food consumption.

2. I support my group, whether they are right or wrong

towards green food consumption.

3. I respect decisions made by my group on green food

consumption.

4. I purchase green food to maintain harmony in my

group.

Purchase Intention 1. I am willing to go out of my way to obtain green

food.

2. My personal goal is to consume as much as

green food as possible.

3. I will make every effort to purchase green food.

4. I have seriously thought of buying more green

food.

5. I have a firm intention to buy green food I the

future.



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3.6 Data processing

Data processing is the process of manipulating and transforming data into

valuable information by documenting the facts and figures for future use.

According to Wong et al. (2012), data processing involved data checking, data

editing, data coding, data transcribing, and data cleaning.

3.6.1 Questionnaire checking

Based on Malhotra (2006), data checking is the process of checking the

completeness and quality of the questionnaires in order to ensure high

accuracy of the data. Data checking allows errors and problems to be

detected at the earlier stage so that correction can make instantly. The

questionnaires returned from the respondents will be checked to ensure the

consistency of the data as well as optimal quality levels.

3.6.2 Data editing

Once the data checking is done, correction will be made on the errors and

problems detected. Data editing is used to avoid incompleteness and

inconsistency of responses such as missing data.

3.6.3 Data coding

After data editing, data coding need to be conducted for further purpose

because the available data is not arranged in a proper order (Puri, 2008).

Data coding is converting answers into numerical values and aligned into a

certain system. As a result, the data would be more sensible and valuable.


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3.6.4 Data transcribing

Transcribing data is the following step after data coding which is

transferring the coded data from its original state such as questionnaire to

another state (Malthorta, 2006). The data will be further processed. In this

study, the researchers will use the Statistical project of Social Science

(SPSS) software to run all the data from the questionnaires that are

transcribed.

3.6.5 Data Cleaning

Based on Chapman (2005), data cleaning is a process used to identify and

remove the errors detected in collected data such as inaccurate, incomplete,

or omissions and using this information to improve the quality of data. The

process is including the format checks, completeness checks, omission

checks, and assessment of the data.

3.6.6 Pilot test

Pilot test is conducted before the actual survey to ensure the questionnaire

is ideal without mistakes or errors. Pilot test is able to detect and identify

the problems that might occur when preparing the questionnaire so that

correction can be made at the earlier stage to increase the efficiency of the

results (Pratt, 2008). In this research project, the pilot test will target on 30

respondents. By having this pilot testing, few mistakes have been

identified from the respondents’ feedback such as grammatical errors in

the questionnaire, ambiguous and unclear question statements, and also

typing errors. The structureof the questions, amendment for the grammar

mistakes, and typing errors had been changed to make the statement more

understandable.


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3.7 Data Analysis

Data Analysis is the process of using statistical and logical techniques to illustrate,

compact and evaluate the information collected (Jandagh & Matin, 2010).

3.7.1 Descriptive statistics

Descriptive statistics provide numerical and graphic measures to recap the

data collected in a clear and understandable manner (Jaggi, n.d.). It helps

to simplify data collected from 200 respondents by using numerical

approach and reduce the large amounts of data in a sensible way. Besides

that, it also computes the mean and standard deviation to measure the

distribution of the data collected. Descriptive statistics also provide simple

graphic analysis in effort to make the data comprehensible. According to

Francis et al. (2012), descriptive statistic provides the first step in data

analysis and helps to interpret and identify the summarized sets of sample

data.


For the questionnaires, the researchers used the nominal, ordinal, and

Likert scales to collect the information. For section A, researchers use the

ordinal scale and nominal scale to collect the information of the

respondents. For section B, the researchers use 7-point Likert scale to

collect the data from the respondents.


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3.7.2.1 Reliability test

According to Miller (n.d.), reliability is the extent that any

measurement, test, observation or questionnaire procedures will

perform the similar results in repeated administration. There are

two conditions that reliable instrument must meet which are having

a small random error and it must be single dimension. The most

famous tool that used to measure the scale reliability is Cronbach’s

alpha (Cronbach, 1951). It determines the internal consistency and

how closely the related set of items in the questionnaire (Santos,

1999).

According to Gliem and Gliem (2003), Cronbach’s alpha reliability

coefficient is normally fall between 0 and 1. The internal

consistency of the items is greater when the Cronbach’s alpha

coefficient is closer to 1.0. Besides that, George and Mallery (2003)

also provide a set of rules of thumb of Cronbach’s alpha.

Table 3.5: Rules of Thumb of Cronbach’s Alpha

Alpha Coefficient Range Strength of Association

>0.9 Excellent

>0.8 Good

>0.7 Acceptable

>0.6 Questionable

>0.5 Poor

<0.5 Unacceptable

Source: George & Mallery (2003). SPSS for Windows

step by step


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3.7.3 Inferential Analysis

Inferential statistics is a study to make the conclusions about the

population based on one experimental or observations of a sample. In short,

the result of analyzing on sample can be used to represent the whole

population of the sample. There are different type of inferential statistics

which includes Pearson Correlation, Multiple Regression Analysis, Chi

Square Statistic and confidence interval.

3.7.3.1 Pearson Correlation of coefficient

Pearson correlation coefficient is used to measure linear

relationship between two variables and denoted as r. The null of

hypothesis is tested by two-tailed significant level in this research.

The range of correlation is from +1 to -1, which +1 means perfect

positive linear relationship, -1 means perfect negative linear

relationship and 0 means that there are no linear relationship

between two variables. In this research, the correlation between

independent variables (Self-identity, LTO, Deontology, and

Collectivism) and dependent variables (purchase intention) is

tested by Pearson Correlation Coefficient.

3.7.3.2 Multiple Regression Analysis

Multiple regressions is a technique use to predict the dependent

variable from the independent variables. This analysis is used to

determine the impact of independent variables toward the

dependent variable. The multiple regression equation is Y=

a+B1X1+B2X2+B3X3+……+BnXn+e,where Y represents the

predicted linear relationship of turnover, a as the constant value/Y-


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intercept, B as the unstandardized coefficient; Xn as the dimension

of decision making and e is the random error.

3.7.3.3 One-way ANOVA

One way ANOVA is the simplest version of ANOVA (Ostertagova

& Ostertag, 2013). It is used to test whether the means are different

in any of the groups (Freeman & Campbell, 2007). One-way

analysis of variance is used when the data are separated into groups

according to one factor (Ostertagova & Ostertag, 2013). The Group

T-test model is able to examine the differences in the mean value

of the dependent variable for two groups, ANOVA models able to

examine these differences for two or more groups. One-way

ANOVA is used when there are an interval or ratio level dependent

variable, and a nominal (or ordinal) independent variable which has

two or more categories (Smith & Albaum, 2013).

3.8 Conclusion

This chapter discussed the research methodologies which has used SPSS version

20 software to analyze the data collected from respondents. A summary of

methodologies which include research design, data collection methods, sampling

design, research instrument, construct measurement, data processing and data

analysis are included in this chapter. There are some justifications carried out to

support the methodologies adopted in the following chapter. The result of

statistical analysis will be discussed as well as interpretation of the hypothesis.


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CHAPTER 4: DATA ANALYSIS

4.0 Introduction

This chapter is about the results of the questionnaire surveyed respondent data.

Statistical Package for Social Science Version 20 (SPSS) was used to analyze the

data being collected from 200 respondents. The chapter consists of three sections

which are descriptive analysis and inferential analysis including Reliability

Analysis and Multiple Regression Analysis.

4.1 Descriptive Analysis

4.1.1 Respondent’s Demographic Profile

Section A of the questionnaire is the demographic section which comprises

of seven questions that were used to collect data from the 200 respondents

about gender, race, age, marital status, employment, income level, and

green food purchasing experience.

Figure 4.1: Gender of the Respondents


Male 43.5%

Female 56.5%

Gender


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Table 4.1: Gender of the Respondents

Frequency Percent Valid

Percent

Cumulative

Percent

Valid

Male 87 43.5 43.5 43.5

Female 113 56.5 56.5 100.0

Total 200 100.0 100.0


From the total 200 respondents of the sample group, there are 87 of the

respondents are male which represent 43.5% and 113 respondents are

female, which represent 56.5%

Figure 4.2: Race of the Respondents


Chinese 50.5%

Indian 24%

Malay 24.5%

Others 1%

Race


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Table 4.2: Race of the Respondents


Percent

Cumulative

Percent

Valid

Chinese 101 50.5 50.5 50.5

Indian 48 24.0 24.0 74.5

Malay 49 24.5 24.5 99.0

Others 2 1.0 1.0 100.0

Total 200 100.0 100.0


Figure 4.2 and table 4.2 had shown the race of respondents included

Chinese, Indian, and Malay. From the total of 200 respondents, majority of

the respondents is Chinese which consists of 50.5 %. Next, Malay

respondents consists of 24.5 %. There is followed by Indian respondents

which consists of24.0 %, and remaining1% is from others races.

Figure 4.3: Age Group of the Respondents


20 years and

below

3%

21 - 30 years

64%

31 - 40 years

23.5%

41 years and

above

9.5%

Age


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Table 4.3: Age Group of the Respondents


Percent

Cumulative

Percent

Valid

20 years and

below 6 3.0 3.0 3.0

21-30 years 128 64.0 64.0 67.0

31-40 years 47 23.5 23.5 90.5

41 years and

above 19 9.5 9.5 100.0

Total 200 100.0 100.0


Based on Table 4.3, the age groups of 200 respondents have been

separated into four categories. The age group that carries the highest

percentage range from 21 to 30 years old, which is 64% followed by

23.5% for the age group between 31 to 40 years old, and 9.5% for the age

group of 41 years and above. The least feedbacks received from

respondents of 20 years and below which is only 3%.

Figure 4.4: Marital Status of Respondents


Single

65.5%

Married

32%

Divorced

1.5% Widowed

1%

Marital Status


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Table 4.4: Marital Status of Respondents


Percent

Cumulative

Percent

Valid

Single 131 65.5 65.5 65.5

Married 64 32.0 32.0 97.5

Divorced 3 1.5 1.5 99.0

Widowed 2 1.0 1.0 100.0

Total 200 100.0 100.0


According to the Figure 4.4 and Table 4.4, the majority of respondents are

single which consists of131 (65.5%) from the 200 respondents. Next, it is

followed by respondents who are married and it consists of64 (32%)

respondents. There are 3 (1.5%)of respondents who are divorced while the

remaining 1% is from widowed.

Figure 4.5: Income Level of the Respondents


RM1000 and below 32%

RM1001 - RM3000

23%

RM3001 - RM5000

27%

RM5001 and above 18%

Income Level


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Table 4.5: Income Level of the Respondents


Percent

Cumulative

Percent

Valid

RM1000 and

below 64 32.0 32.0 32.0

RM1001-

RM3000 46 23.0 23.0 55.0

RM3001-

RM5000 54 27.0 27.0 82.0

RM5001 and

above 36 18.0 18.0 100.0

Total 200 100.0 100.0


As shown in Figure 4.5, most of the respondents’ income level are below

RM1000, which consists of 64 respondents and 32%, followed by 27% has

a gross income between RM3001 to RM5000, 23% has a gross income in

range of RM1001 to RM3000, and the least number of respondents which

consists of 18% have their gross income of more than RM5000.

Figure 4.6: Employment of Respondents


Homemaker 3.5%

Student 32.5%

Technical 6% Administrative

13%

Self-employed 10%

Managerial 10.5%

Professional 22%

Others 2.5%

Employment


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Table 4.6: Employment of Respondents


Percent

Cumulative

Percent

Valid

Homemaker 7 3.5 3.5 3.5

Student 65 32.5 32.5 36.0

Technical 12 6.0 6.0 42.0

Administrative 26 13.0 13.0 55.0

Self-employed 20 10.0 10.0 65.0

Managerial 21 10.5 10.5 75.5

Professional 44 22.0 22.0 97.5

Others 5 2.5 2.5 100.0

Total 200 100.0 100.0


Table 4.6 shows that majority of the respondents are work as students and

professional which constituted 65 students (32.5%) and 44 professionals

(22%). 26 of the respondents are administrative (13%), 21 managers

(10.5%), 20 of self-employed respondents (10%), 12 technical (6%), 7

homemakers (3.5%) and 5 respondents for others (2.5%).

Figure 4.7: Respondents’ Experience on Green Food Purchasing


Yes 73%

No 27%

Have respondents purchased green food before?


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Table 4.7: Respondents’ Experience On Green Food Purchasing

Frequency Percent Valid Percent Cumulative

Percent

Valid

Yes 147 73.5 73.5 73.5

No 53 26.5 26.5 100.0

Total 200 100.0 100.0


Based on the figure 4.7, respondents who have purchase green food before

consist of 147 respondents (73.5%) while 53 of respondents (26.5%) who

have no purchase green food before.

4.1.2 Central Tendencies Measurement of Constructs

Each of the statement of every variable in the questionnaire had been

analyzed. In order to define the ranking, the mean value and percentage of

responses of every item are listed.

4.1.2.1 Self-identity

The result of analysis on self-identity variable are shown below

(refer to table 4.8). The first statement “I purchase green food

because I think of myself as someone who is very concern with

environmental issues” had the highest mean which is 4.67 among

the three items. The second statement “I think I will engage in

green purchasing behavior owing to moral concern” with the mean

of 4.66 and third statement “Engaging in green food purchasing is

an important part of who I am” had the lowest scored with the

mean of 4.37.


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Table 4.8: Central Tendencies Measurement of Construct Self-

Identity

Item Str.

Dis.

Dis. Sli.

Dis.

Neu. Sli.

A.

A. Str.

A.

Mean Rank

I purchase

green food

because I

think of

myself as

someone

who is very

concern with

environment

al issues.

1 %

6 %

13 %

22 %

27 %

25 %

6 %

4.67

1

I think I will

engage in

green

purchasing

behavior

owing to

moral

concern.

2 %

3 %

12 %

28.5

%

26.5

%

20.5

%

7.5

%

4.66

2

Engaging in

green food

purchasing is

an important

part of who I

am.

1 %

9 %

16.5

%

27 %

24 %

17 %

5.5

%

4.37

3



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4.1.2.2 Long Term Orientation

The result of analysis on long-term orientation variable are shown

below (refer to table 4.9). The first statement “I consume green

food because it is healthier than the conventional one” had the

highest mean which is 5.35. Next, both of the statements “In the

long run, people who take care of themselves stayhealthy by

consuming green food” and “Ithink that I am protecting my health

for future by consuming green food” scored the same mean which

are 5.17 and the lowest scored for the statement “I usually make an

attempt to eat a well-balanced diet by consuming green food” with

its mean of 4.81.

Table 4.9: Central Tendencies Measurement of Construct Long Term

Orientation

Item Str.

Dis.

Dis. Sli.

Dis.

Neu. Sli.

A.

A. Str.

A.

Mean Rank

I consume

green food

because it

is healthier

than the

convention

al one.

0.5

%

3 %

6.5

%

15 %

24 %

28 %

23 %

5.35

1

In the long

run, people

who take

care of

themselves

stay

healthy by

consuming

green food.

0.5

%

3 %

9 %

16 %

26 %

29 %

16.5

%

5.17

2


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I think that

I am

protecting

my health

for future

by

consuming

green food.

1 %

3.5

%

6.5

%

16.5

%

28.5

%

27 %

17 %

5.17

3

I usually

make an

attempt to

eat a well-

balanced

diet by

consuming

green food.

0.5

%

4.5

%

16 %

19.5

%

22.5

%

26 %

11 %

4.81

4


4.1.2.3 Deontology

The result of analysis on deontology variable are shown below

(refer to table 4.10). The highest mean which are 4.665 by the

statement of “I choose to purchase green food because the other

alternative is morally forbidden such as animal testing food”.

Followed by the statement “I choose to purchase green food

because this behavior is definitely right” scored the mean of 4.555.

The third higher mean is 4.315 with the statement by “I choose to

purchase green food because it is consistent with my principle” and

the statement “I choose to purchase green food because I have the

moral duty to behave that way” scored the lowest mean which is

4.245.


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Table 4.10: Central Tendencies Measurement of Construct Deontology

Item Str.

Dis.

Dis. Sli.

Dis.

Neu. Sli. A. A. Str.

A.

Mean Rank

I choose to

purchase

green food

because

the other

alternative

is morally

forbidden

such as

animal

testing

food.

2.5

%

4 %

12 %

25.5 %

27.5 %

19 %

9.5

%

4.665

1

I choose to

purchase

green food

because

this

behavior is

definitely

right.

2 %

7 %

17 %

20 %

23.5 %

22.5

%

8 %

4.555

2

I choose to

purchase

green food

because it

is

consistent

with my

principle.

2 %

9 %

14 %

30 %

27.5 %

10.5

%

7 %

4.315

3


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I choose to

purchase

green food

because I

have the

moral duty

to behave

that way.

2 %

8.5

%

19.5

%

29 %

22 %

12 %

7 %

4.245

4


4.1.2.4 Collectivism

The result of analysis on collectivism variable are shown below

(refer to table 4.11). The highest mean 4.93 is by the statement “I

respect decisions made by group on green food consumption”. It is

then followed by the statement “I respect majority’s wish

especially toward green food consumption” with the mean of 4.87.

The third statement “I support my group, whether they are right or

wrong toward green food consumption” with the mean of 4.57. The

lowest scored is 4.125 mean by the statement of “I purchase green

food to maintain harmony in my group”.


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Table 4.11: Central Tendencies Measurement of Construct Collectivism

Item Str.

Dis.

Dis. Sli.

Dis.

Neu. Sli.

A.

A. Str.

A.

Mean Rank

I respect

decisions

made by

group on

green food

consumption

0.5

%

1.5

%

8.5

%

25 %

31.5

%

24.5

%

8.5

%

4.93

1

I respect

majority’s

wish

especially

toward

green food

consumption

3 %

2.5

%

9 %

23 %

25 %

27.5

%

10

%

4.87

2

I support my

group,

whether they

are right or

wrong

toward

green food

consumption

1.5

%

5.5

%

14 %

26.5

%

24.5

%

22 %

6 %

4.57

3

I purchase

green food

to maintain

harmony in

my group.

6.5

%

8.5

%

14 %

32.5

%

19 %

14.5

%

5 %

4.125

4



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4.1.2.5 Purchase Intention

The result of analysis on collectivism variable are shown below (refer to table

4.12). Statement starts with “I have a firm intention to buy green food in the future”

scored 4.69 for mean which is the highest among five statements. Secondly, the

mean scored with 4.51 by the statement “I will make every effort to purchase

green food”. Thirdly, it followed by the statement“I have seriously thought of

buying more green food’ with 4.42 for its mean. Fourth, the mean scored is 4.41

by the statement “I am willing to go out of my way to obtain green food”. The

fifth ranked is scored 4.325 for its mean value by the statement “My personal goal

is to consume as much green food as possible”.

Table 4.12: Central Tendencies Measurement of Construct Purchase

Intention

Item Str.

Dis.

Dis. Sli.

Dis.

Neu. Sli. A. A. Str.

A.

Mean Rank

I have a

firm

intention

to buy

green

food in

the

future.

3 %

5 %

13.5

%

25 %

18 %

23 %

12.5

%

4.69

1

I will

make

every

effort to

purchase

green

food.

3 %

4.5

%

14 %

29.5

%

24 %

16 %

9 %

4.51

2


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I have

seriously

thought

of

buying

more

green

food.

2.5

%

7.5

%

15 %

26 %

25 %

17.5

%

6.5 %

4.42

3

I am

willing

to go out

of my

way to

obtain

green

food.

3 %

6.5

%

17.5

%

23 %

24 %

21.5

%

4.5 %

4.41

4

My

personal

goal is to

consume

as much

green

food as

possible.

5.5

%

7.5

%

17.5

%

24 %

19.5

%

16 %

10 %

4.325

5



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4.2 Scale Measurement

4.2.1 Reliability Analysis

Table 4.13: Summary of Reliability Test

Variable Cronbach’s

Alpha

Cronbach’s Alpha

Based on Standardized

Items

N of Items

Self- Identity 0.865 0.865 3

Long Term

Orientation

0.886 0.886 4

Deontology 0.856 0.856 4

Collectivism 0.811 0.817 4

Purchase Intention 0.921 0.922 5


According to Tavakol and Dennick (2011), Cronbach’s Alpha provides a measure

of the internal consistency which is expressed as a number between 0 and 1 for

researchers to evaluate the study. Table 4.8 shows that the reliability coefficient

analysis of each variable. George and Mallery (2003) provide the rules of thumb

of Cronbach’s alpha coefficient, alpha value that is more that 0.9 is excellent, 0.8

is good, 0.7 is acceptable, 0.6 is questionable, 0.5 is poor, and less than 0.5 is

unacceptable. In this study, the Cronbach’s Alpha for self-identity is 0.865 and 3

items were used to measure. For long term orientation, 4 items were used to

measure it and falls into very good level which is 0.886. Besides, Cronbach’s

Alpha for deontology is 0.856 and the number of items used to measure it was 4.

Next, Cronbach’s Alpha for collectivism is 0.817 and 4 items were used to

measure it. The values indicate that these four variables have a very good

reliability in determining consumer purchase intention as they all fall in the range

that more than 0.8.On the other hand, 5 items were used to measure purchase

intention and the Cronbach’s Alpha is 0.922. This shows that purchase intention

has a very strong internal consistency. Overall, all the measurement scales items


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adopted in the study have internal consistency. Thus, it indicated that the

measurement for the constructs were internally consistent and reliable.

4.3 Inferential Analysis

4.3.1 Pearson Correlation Analysis

Table 4.14: Pearson Correlation Analysis

Self-

Identity

Long Term

Orientation

Deontology Collectivism Purchase

Intention

SI

Pearson

Correlation 1

Sig. (2-tailed)

N 200

LTO

Pearson

Correlation .776

** 1

Sig. (2-tailed) .000

N 200 200

DEO

Pearson

Correlation .793

** .721

** 1

Sig. (2-tailed) .000 .000

N 200 200 200

COL

Pearson

Correlation .571

** .665

** .635

** 1

Sig. (2-tailed) .000 .000 .000

N 200 200 200 200

PI

Pearson

Correlation .728

** .750

** .805

** .651

** 1

Sig. (2-tailed) .000 .000 .000 .000

N 200 200 200 200 200

**. Correlation is significant at the 0.01 level (2-tailed).



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In order to measure the strength of the relationship between independent variables

(self-identity, long term orientation, deontology and collectivism) and dependent

variable (purchase intention), all the variables are included had been use in

Pearson correlation analysis and the result are shown in Table 4.14. The rules of

thumb for interpretation of Pearson correlation result are shown in Table 4.15.

Table 4.15: Rules of Thumb of Pearson Correlation

Pearson Correlation Range Correlational Strength

0.0 - 0.2 Negligible

0.21 – 0.35 Weak

0.36 – 0.67 Moderate

0.68 – 0.90 Strong

0.91 – 1.00 Very Strong

Source: Prion & Haerling (2014)

According to Table 4.14 and Table 4.15, the p-value of all the independent

variables and dependent variables are 0.000. The results show that they are

significant at the 0.05 level (2-tailed). The coefficient of deontology (r = 0.805),

long term orientation (r = 0.750), and self-identity (r = 0.728) are considered

strong correlated to the purchase intention on green food. However, collectivism

with r = 0.651 is moderate correlated to the purchase intention. Overall, it is

proven that there are positive relationship between independent variables and

dependent variables.

4.3.2 Multiple Regression Analysis

Multiple regression analysis on self-identity, long term orientation, deontology

and collectivism of consumer purchase intention toward green food are shown as

below:


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Table 4.16: Model Summary

a. Predictors: (Constant), SI, LTO, DEO,COL


According to the Table 4.16, the value of the R Square is 0.718. This shows that

about 71.8% of the dependent variable (consumers’ purchase intention) can be

described by the variances in all independent variables. (Self-identity, long term

orientation, deontology and collectivism)

Table 4.17: ANOVA

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 241.633 4 60.408 124.417 .000b

Residual 94.678 195 .486

Total 336.312 199

a. Dependent Variable: AVPI

b. Predictors: (Constant), SI, LTO, DEO, COL


According to table 4.12, the F-value is 124.417 and the significant level is 0.000.

In conclusion, there is a significant effect of the independent variables (self-

identity, long term orientation, deontology and collectivism) on the dependent

variable (consumers’ purchase intention).

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .848a .718 .713 .69680


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Table 4.18: Summary of Regression Coefficient

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -.417 .239 -1.745 .083

SI .076 .077 .070 .985 .326

LTO .291 .074 .264 3.920 .000

DEO .519 .074 .474 7.013 .000

COL .160 .064 .134 2.517 .013

a. Dependent Variable: PI


According to Table 4.18, self-identity shows a negative correlation to consumers’

purchase intention, because the p-value is higher than 0.05, which is 0.326. On the

other hand, long term orientation, deontology and collectivism have positive

correlations to consumers’ purchase intention because p-values are less than 0.05,

which are 0.000 and 0.013. Based on the table, an equation can be formed in order

to determine the statistical significance of the independent variables on the

dependent variable.

Regression equation:

Consumers’ purchase intention= -0.417+ 0.076SI+ 0.291LTO+ 0.519DEO+

0.160COL

Where SI= Self-identity

LTO= Long Term Orientation

DEO= Deontology

COL= collectivism

By referring to the result of standardized coefficients, deontology shows the most

significant influences on consumers’ purchase intention on green food with β=

0.474


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4.3.3 One Way ANOVA

Table 4.19: One Way ANOVA

Purchase Intention

Sum of

Squares

df Mean Square F Sig.

Between

Groups 7.500 3 2.500 1.490 .218

Within Groups 328.812 196 1.678

Total 336.312 199

Based on Table 4.19, p = 0.218 (p> 0.05), so there is no significant difference

between means.

Table 4.20: Multiple Comparisons

Dependent Variable: Purchase Intention

Tukey HSD

(I) Income

Level

(J) Income

Level

Mean

Difference

(I-J)

Std.

Error

Sig. 95%

Confidence

Interval

Lower

Bound

RM1000 and

below

RM1001-

RM3000 -.49959 .25036 .193 -1.1483

RM3001-

RM5000 -.27882 .23933 .650 -.8990

RM5001 and

above -.08438 .26984 .989 -.7836

RM1001-

RM3000

RM1000 and

below .49959 .25036 .193 -.1492

RM3001-

RM5000 .22077 .25988 .831 -.4526

RM5001 and

above .41522 .28822 .476 -.3316

RM3001-

RM5000

RM1000 and

below .27882 .23933 .650 -.3413

RM1001-

RM3000 -.22077 .25988 .831 -.8942

RM5001 and

above .19444 .27869 .898 -.5277


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RM5001 and

above

RM1000 and

below .08438 .26984 .989 -.6148

RM1001-

RM3000 -.41522 .28822 .476 -1.1621

RM3001-

RM5000 -.19444 .27869 .898 -.9166


Based on Table 4.20, Tukey HSD test shows that there is no significant

difference between every pair of means which all p>0.05.

4.3.4 Test of Significant

Table 4.21: Test of Significant

Constructs Significant value

Self-Identity .326

Long term orientation .000

Deontology .000

Collectivism .013


Self-Identity

H0: There is no significant relationship between self-identity and intention to


H1: There is significant positive relationship between self-identity and purchase

intention on green foods.

Reject H0 if p<0.05.

Based on Table 4.21, Cronbach’s Alpha of self-identity is 0.865, significant value

for self-identity is 0.326, t-value of 0.985 and the unstandardized beta coefficient

value will be 0.76. The significant value is above the p-value of 0.05. Therefore,


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H1 is rejected which indicates that there is no significant relationship between self-

identity and purchase intention on green foods.


H0: There is no significant relationship between LTO and intention to purchase

green foods.

H2: There is significant relationship between LTO and intention to purchase green

foods.

Reject H0 if p<0.05

Based on Table 4.21, Cronbach’s Alpha of long term orientation is 0.886,

significant value of long term orientation is below the p-value of 0.05 (p = 0.000 <

0.05), t-value of 3.92 and the unstandardized beta coefficient value will be 0.291.

Therefore, H₀ is rejected which indicates that there is a significant relationship

between long term orientation and purchase intention on green foods.

Deontology

H0: There is no significant relationship between deontology and intention to


H3: There is significant relationship between deontology and intention to purchase

green foods.

Reject H0 if p<0.05

Based on Table 4.21, Cronbach’s Alpha for the deontology is 0.856, significant

value of deontology is below the p-value of 0.05 (p = 0.000 < 0.05), t-value of

7.013 and unstandardized beta coefficient value will be 0.591. Therefore, H0 is

rejected which indicate that there is a significant relationship between deontology

and purchase intention on green foods.


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Collectivism

H0: There is no significant relationship between collectivism and intention to


H4: There is significant relationship between collectivism and intention to


Reject H0 if p<0.05

Based on Table 4.21, Cronbach’s Alpha of collectivism is 0.817, significant value

of collectivism is below the p-value of 0.05 (p = 0.013 < 0.05), t-value of 2.517

and unstandardized beta coefficient value will be 0.16. Therefore, H0 is rejected

which indicate that there is a significant relationship between collectivism and

purchase intention on green foods.

4.4 Conclusion

In this chapter, descriptive analysis was used to analyze respondents’

demographic profile. The reliability analysis was used to test the reliable of the

items of five variables. On the other hand, multiple regressions was used to

analyze the relationship between independent variables and dependent variable.

Next, in chapter 5 will focus on the detailed discussion of the major findings and

conclusions of the study.


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CHAPTER 5 : DISCUSSIONS, CONCLUSION AND

IMPLICATION

5.0 Introduction

In this chapter, researchers will discuss on the data collected in the previous

chapters. The topics that will be discussed in this chapter are the summary of the

statistics analysis, discussion and recommendations, limitation of the research and

conclusion of this research project.

5.1 Summary of Statistical Analysis

5.1.1 Descriptive Analysis

In this research, female respondents represent 56.5% which higher than

male respondents which only 43.5% in terms of genders. For the race

respondents, majority are from Chinese which consists of 50.5%, next is

followed by Malay and Indians respondents represent 24.5% and 24%

respectively and only 1% from the others. Majority of the respondents are

grouped between (21to 30 years old) 64%, and the age group of 20 years

and below are the least which only represents 3%. In terms of marital

status, majority of the respondents are single (65.5%), respondents who are

married which represents 32%, there are only 3 respondents (1.5%) are

divorced and the least respondents are widowed (1%). Most of the

respondents have an income earning below RM1000 (32%). 27% of the

respondents have an income earning between RM3001 to RM5000, 23%

of the respondents are earning an income RM1001 to RM3000 and only 18%

having an income of RM5001 and above. Majority of the respondents are

from students which constituted 32.5%, 22% of the respondents are

professionals, followed by administrative (13%), managerial (10.5%), self-


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employed (10%) and only 3.5% from homemakers and 2.5% from others.

Besides that, out of 200 respondents, 147 of respondents have purchase

green food before and only 53 of respondents who have no purchase green

food before.

5.1.2 Central Tendencies Measurement of Construct

Based on the questionnaires of evaluating the self-identity variable, the

statement that possesses the highest mean is “I purchase green food

because I think of myself as someone who is very concern with

environmental issues.” While for the long term orientation variable, the

statement of the highest mean is “I consume green food because it is

healthier than the conventional one.” Next, the statement of measuring the

deontology variable that contributes to the highest mean is “I choose to

purchase green food because the other alternative is morally forbidden

such as animal testing food.” As for the collectivism variable, the

statement at the first ranked for mean is “I respect decisions made by

group on green food consumption.” Finally for the purchase intention

variable, the statement of the highest mean is “I have a firm intention to

buy green food in the future.”


Scale measurement is identified by reliability test. According to Table 4.8,

purchase intention has the highest Cronbach’s Alpha value which is 0.921

among the five constructs. Next, it is followed by long term orientation

(0.886), self-identity (0.865), deontology (0.856), and collectivism (0.811).

Overall, this reliability test results show that all the measurement scales

items adopted in the study are more than 0.8 which means the items used

to measure five variables are consistent and reliable.


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5.1.4 Inferential Analysis

5.1.4.1 Pearson Correlation

The Pearson Correlation Coefficient test had use to measure the

strength of the relationship between the independent variables

(self-identity, long term orientation, deontology and collectivism)

and dependent variable (purchase intention). The analysis shown

that all of the four variables are positive correlated with the


According to Table 4.14 and Table 4.15, the deontology is the

strongest correlated with purchase intention on green food which r

= 0.805, followed by the long term orientation with r = 0.750, self-

identity with r = 0.728 and collectivism with r = 0.651.

5.1.4.2 Multiple Regression Analysis

In the previous chapter, multiple regressions analysis had been

done to test the relationship among independent variables against

consumers’ purchase intention on green food. Based on the result

of regression, the value of adjusted R square is 0.713 which shows

that there is 71.30% of consumers’ purchase intention isaffected by

self-identity, long term orientation, deontology and collectivism.

The regression coefficient for SI is 0.076, LTO is 0.291, DEO is

0.519 and COL is 0.160. The constant is at -0.417; thus, the

estimated regression equation for the model is:

Consumers’ purchase intention= -0.417+ 0.076SI+ 0.291LTO+

0.519DEO+ 0.160COL

Where SI= Self-identity

LTO= Long Term Orientation

DEO= Deontology

COL= Collectivism


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5.2 Discussion of Major Finding

Table 5.1: The summary of hypothesis and results

Hypotheses Results Supported

H1: There is significant positive relationship

between self-identity and purchase intention on

green foods.

p = 0.326 No

H2: There is significant relationship between LTO

and intention to purchase green foods.

p = 0.000 Yes

H3: There is significant relationship between

deontology and intention to purchase green foods.

p = 0.000 Yes

H4: There is significant relationship between

collectivism and intention to purchase green foods.

p = 0.013 Yes


5.2.1 Relationship between Self-identity and Purchase Intention

H1: There is significant difference between self-identity and intention


Based on the result in this research, H1 was not supported at 0.326

significant value which is more than p-value 0.05. Therefore it indicates

that the self-identity of oneself has no significant difference with the

purchase intention. Sparks and Shepherd (1992) argued that there is a

possibility that self-identity may not be consistent with green food

purchase intention in particular situation. In this sense, although attitudes

would reflect a person’s self-identity, this self-identity could be

incompatible with other attitudes that the person may hold in some

condition. For example, a green consumer will express a positive attitude

toward green food consumption because of their green identity. However,

a green consumer will also express a negative attitude toward green food

consumption because of the taste and other sensory attributes (Sparks &


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Shepherd, 1992). Thus, self-identity only plays a small part in affecting

purchase intention on green food.

In this research, self-identity has no significant difference with purchase

intention on green food because people who think themselves as a green

identity person might not always have purchase intention on green food. It

is because a green identity people will engage in other environmental-

friendly activities to reflect their green identity. For example, they

involved in recycling activities to show their concern about the

environment instead of consuming green food. In this case, green identity

people will not necessarily have purchase intention on green food due to

different perception.

5.2.2 Relationship between Long Term Orientation and Purchase

Intention

H2: There is significant relationship between LTO and intention to


Through this research project, the finding of H2 has shown that it was

supported at 0.000 significant value (p=0.000), which is lower than 0.05

whereby p=0.05. Therefore, it is same as the previous research on LTO

that have positive significant relationship towards consumers’ purchase

intention. It is proved that when consumers intend to purchase green foods

when they are long term oriented. (Sudiyanti, 2009; Khan, 2012).

LTO people that want to protect the natural environment are more likely to

develop values and attitudes (Sarigollu, 2009). Green food is generally

described as non-toxic, organic and environmentally-friendly food (Khaola

et al., 2014). Therefore, LTO people will intend to purchase green food for

the sake of protecting the environment. Other research shows that the

former are future oriented behaviors which means LTO are unlikely to


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deliver personal gain or satisfaction. This means that they buy or use green

food often generate benefits to the society or themselves in the long run

(Khaola et al., 2014). In other words, people who are health consciousness

are intended to consume green food for their future health condition

purpose. Consumers who are health conscious are encouraged to maintain

or improve their health by purchasing green food as green food is healthier

than conventional food which have more nutritious without chemical

usage (Kulikovski et al., 2010). Green food is perceived as less associated

with health risks in future compared with conventional food. A society

with high value of long term orientation will be a promising market for

green product marketer because they have higher intention to purchase

green food (Chairy, 2012).

5.2.3 Relationship between Deontology and Purchase Intention

H3: There is significant relationship between deontology and intention


There are several researches proved that there is positive significant

relationship between deontology and purchase intention such as researches

conducted by Leonidou et al. (2010) and Barbarossa (2012). Deontology

has a p-value equal to 0.000 (p<0.05) and beta value of 0.591 in this

research and supported by the previous studies. Therefore, H3 is supported

and deontology is proven to have positive influence to the purchase

intention on green food.

Deontology is built on moral duty which includes the responsibilities of

individual towards environment. Individual who are deontological have

moral duty to protect the environment, therefore they have intention to

purchase green food. It is supported by the research conducted by

Leonidou et al. (2010) stated that individuals that have strong

deontological perception believed that they have the responsibility to


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protect the environment by purchasing organic food. In addition, people

with deontological view will feel guilty when they are not act in moral

duty (Haines et al., 2008) because they are tied with the deontology

principle and holding ethical values.

The research that conducted by Barbarossa (2012) shown that deontology

have positive significant influence to motivate the consumers to engage in

green purchasing behavior. People with deontological principle believed

that consuming or purchasing green food is considered as a right action

which can protect the environment as well as the animal welfare.

According to Tabarcea (2012), one of the factors that influence

deontological behavior is individual factors. Deontological behavior of

individual can be affected by the past experience, level of education,

family status and religion. Individual with different level of education will

have different perception on the deontology principle. For instance, people

who have been educated and instilled with moral principle since young

will tend to act more ecologically and lead to green food purchase

intention.

5.2 .4 Relationship between Collectivism and Purchase Intention

H4: There is a significant positive relationship between collectivism

and intention to purchase green foods.

In this research project, the finding of H4 has shown that it was supported

at 0.013significant value, which is lower than p<0.05. Thus, this result had

shown that collectivism is consistent with the earlier studies by other

researches which have positive influence on purchase intention. It is

supported by previous research that conducted by Leonidou et al. (2010)

stated that when consumers are collectivistic, they are more likely to have

intention to purchase green foods.


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Consumers who have a collectivistic value will influence their purchase

intention toward green food because they are more concerned about

welfare of society, environmental issues than those individuals who are

less collectivistic (Kumar, Philip& Sharma, 2014). In addition,

collectivistic individual tend to be more focus on group oriented goals

rather than individual oriented goals. Therefore, when the group is

collectivistic, people will be more helpful and cooperative with others and

this led them to establish an environmental awareness’s manner. In this

respect, they will engage themselves in ecological activities (Kim, 2011).

According to Chan and Lau (2002), collectivism is related to subjective

norm because of the conformity needs among the group. Subjective norm

is used to measure social influences based on the significant of the referent

groups. The more important the referent group to an individual, the higher

impact on individual’s feeling, action and attitude (Schubert, 2008). These

referent groups play an important role to affect an individuals’ intention to

purchase green product (Soonthonsmai, 2001). For example, individuals

will increase their motivation toward green practice when they think the

referent group is important to them. Therefore, it is proved that there is

significant and positive relationship between collectivism and purchase

intention toward green food.

5.2.5 Relationship between Income level and Purchase Intention

H5: There is significant difference between income level and intention


In this study, the finding of H5 has shown that it was not supported at

0.218 significant value, which p>0.05. This result had shown inconsistent

with the previous research which statedthat income level is not positively

influences purchase intention on green food. This research shown that

income level is not the significant factor towards consumers’ purchase

intention on green food and it was proved by few researches debate on


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individuals’ income level are not the primary factor that will affect

consumers’ intention on green food consumption (Elliot, 2013; Laroche et

al., 2001).

According to Elliot (2013), income level is not a positive indicator of

consumers’ intention on green consumption. It further explains that those

individuals who have high income level do not show that they are more

likely or willing to consume green food. Elliot (2013) is further explained

that more money does not mean it will improve the appeal of green

purchasing because they think that this green food cannot represent their

ability to purchase. Thus, this result indicates that income level is not one

of the factors to affect consumers’ intention on green food consumption.

Furthermore, in the study of Laroche et al. (2001), income level is not

consistent with environmental awareness of an individual and proved that

do not have relationship between individuals’ behavior and environment.

This is supported by Elliot (2013) that high income consumers would not

buy green food to display the differences in their economic resources.

Therefore, it concludes the negative relationship between income level and


5.3 Implication of the Study

5.3.1 Managerial Implications

The purpose of this research is to investigate factors that influence

consumers’ purchase intention toward green food. The results and findings

of this research have provided several insights and knowledge about

consumers’ purchase intention on green food. It is important for the

organization and related players in the green food sector to take these

findings as guideline in programs and operations in order to increase

consumers’ intention on healthy food in the future.


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In this research, deontology is the highest influences on the consumers’

purchase intention toward green food as compared to other four elements

which included self-identity, long-term orientation and collectivism. The

result illustrated that it is important to enhance deontological value among

consumers as it can increase intention to buy green food. In contrast,

individuals who behave in an immoral way toward environment usually

have less deontological value, whereas deontological individual will focus

on their moral duties and behave in good roles to protect the environment.

Therefore, marketers should motivate consumers to purchase green food

by posting some relevant environmental awareness advertisement in order

to arouse the morality of human. For example, posters that are displaying

negative consequences toward environment for not protecting the

environment could increase the guiltiness among consumers as they do not

fulfill their moral duty.

Another implication from the research is long term orientation (LTO)

which have positive significant toward purchase intention on green food.

This research shows that it is important for individuals to have LTO mind

thinking on green food. LTO exists when an individual is focusing on

future perspective rather than short term perspectives toward purchasing

green food (Samarasinghe, 2012b). Therefore, the advantages of LTO on

green food consumption should be instilled into individuals’ thinking

especially when they are young. Some of the environmental-friendly

activities and educations could be held in kinder garden or primary school.

In the other hand, marketers could make use of social media such as

Facebook, Twitter and Bloggers as approach to transfer their marketing

messages on green food toward young generation because this is the best

ways to spread positive messages to many individuals.

Collectivism is one of the positive predictors in consumers’ intention on

green food consumption. Collectivistic individuals are usually influenced

by referent groups which include friends, families, political organization

(Ajzen, 1991). The point of views and norms of referent group toward


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green food could likely influence the purchase intention of collectivistic

consumers. For example, individuals are intended to purchase green food

when their referent groups purchase green food. Therefore, marketers

could consider enhancing the environmental awareness among the

consumers by conducting program and campaign to pass on the positive

message of purchasing green food.

In this research, self-identity is not significant to consumers’ purchase

intention on green food. However, marketers can carry out some practices

to enhance the purchase intention on green food. For example, marketers

can deliver the benefits of consuming green food to the public in order to

stimulate purchase intention on green food. The benefits of green food

consumption included reduce the harmfulness toward the environment,

animal welfare, and lead to a healthier lifestyle. Consumers who have

green identity but do not have intention toward green food will increase

their intention on green food consumption when they realize that this

practice is beneficial to the environment.

For example, most of the items that used by Starbucks are recyclable such

as tissues and paper bag(Starbucks Global Responsibility,2013), Body

Shop’s products are against animal testing and packaging are made from

renewable and recycling materials (The Body Shop, 2007).

Income level is not significant to consumers’ purchase intention on green

food in this research. Government can offer subsidies to green foods

producers in order to reduce the cost of green food and increase the

production of green food. Increasing production may increase the product

availability as well as increase the awareness of the consumers on green

food. When consumers know more about green food and it is convenient

to get green food, the purchase intention of green food might also increase.

Marketers and government play an important role to promote the green

consumption in Malaysia. The rise in green consumption could greatly

reduce the negative impact to the environment. Thus, marketers and


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government will increase the visibility of green food in order to have a

higher environmental awareness among consumers.

5.4 Limitation of the study

The first limitation of this research is the limited sample size. 200 respondents are

considered as limited sample size which is not sufficient to represent the whole

population of people who have purchasing power to purchase green food aged

between 18 to 65 years old. It is difficult to examine the relationship between the

variables when the sample sizes are too small. This research is conducted in

Malaysia but the respondents are being chosen randomly. Therefore, the reliability

of the research might be affected as the sample size unable to represent the whole

population of individual who intend to purchase green food.

Besides, the respondents itself is also a limitation to this study as some of the

questionnaires were distributed through online where respondents can freely

answer to the questionnaire. It is difficult to know the background of all the

respondents and this might affect the validity and reliability of the study as

respondent might not answer the questionnaire honestly. Moreover, respondents

might find the easiest way to fill in the answer because it is hard for them to fill in

the questionnaire when they do not understand the question or found out that the

questionnaire is complicated. In order to save their time and efforts, respondent

might choose the answer randomly and this might affect the accuracy of the result.

Furthermore, there are only five independent variables that used to test the

purchase intention in the research. Respondents are limited to answer the

questionnaire based on the variables tested. However, there are other factors that

might affect the purchased intention of consumers on green food which are not

tested in this research. Researchers should expand the research to increase the

independent variables in order to make the findings results more accurate and

reliable.


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5.5 Recommendation for Future Research

After completing the research, recommendations are suggested in order to

overcome some of the limitations. It also used to improve the quality of this

research project in future.

Firstly, the sample size of this study is quite limited which is only 200 respondents.

This amount of respondents should be increased in future research because large

number of respondents may increase the reliability of the result. Besides, the

survey results will be more representative if the data of respondents are collected

from different geographic regions in Malaysia. It is because diverse respondents

will have different type of perceptions, and resulting in more reliable analysis

results. In the future research, it is favorable to distribute more questionnaires and

recruit more respondents from different states of Malaysia including Sabah and

Sarawak in order to avoid biasness in the result.

Furthermore, the nature of respondents might affect the accuracy of the results. In

future research, the survey should provide more different methods in order to be

used in conducting this research besides questionnaire. For instance, conduct

interview to gain more complete information on respondents’ perception, insight,

and experiences toward purchase intention on green food. In addition, interview

allows instant responses from the respondents.

Moreover, there are some significant predictors have been over-looked in this

study. These factors should be taken into consideration in the future research such

as product quality (Chiew, Ariff, Zakuan, Tajudin, Ismail, & Ishak, 2014),

concern over food safety, price attributes, and knowledge dimension (Rahim,

Shamsudin, Mohemad, & Radam, 2013) because By this way, the future research

can obtain better insight on purchase intention.


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5.6 Conclusion

This chapter summarized the analysis test results and also major findings for the

variables in this study. Some details about managerial implications have been

included in this chapter. Besides, limitations of this study have been figured out

and recommendations are provided in order to improve the future research.


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APPENDIX

Appendix A: Questionnaire

UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ACCOUNTANCY AND MANAGEMENT

Dear Respondents,

We are final year students form Universiti Tunku Abdul Rahman (UTAR),

Faculty of Accountancy and Management (FAM) majoring in Bachelor of

International Business (HONS). We are conducting a final year research project

on “Factors influencing Consumers Purchase intention on Green Food”. Green

foods are defined as foods that are safe to be consumed, concerned with animal

welfare, and are produced with a controlled and restricted use of pesticides in an

environmentally-sustainable manner. The objective of this survey is to understand

and examine the relationship between the five variables and consumers’ purchase

intention on green food.

This questionnaire consists of two sections and it will take approximately 10

minutes to complete. Please be informed that all the information collected is only

for final year report writing. We guarantee that the questionnaire is totally

anonymous and all the information collected will be kept confidential.

Thank you for your time and effort in completing this questionnaire.

Research Group Members ID

Er Lai Thing 12UKB04538

Kho Evon 11UKB02538

See Hong Thye 11UKB02159

Tan E Tien 11UKB07007


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SECTION A: DEMOGRAPHIC PROFILE

This part contains demographic questions for categorization purpose only. For

each of the questions given below, please fill in the blank or tick (√ ) the most

appropriate option that best describes you.

1. Gender: Male Female

2. Race: Chinese Indian Malay

Others (Please specify): ______________________

3. Age: 20 years and below

21-30 years

31-40 years

41 years and above

4. Marital Status: Single Married Divorce Widow

5. What is your monthly gross income or allowance per month?

RM1000 and below

RM1001 – RM3000

RM3001 – RM5000

RM5001 and above

6. Which of the following best describes your employment?

Homemaker Self-employed

Student Managerial

Technical Professional

Administrative Others (Please specify):_____

7. Have you purchased any green foods before?

Yes No


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SECTION B: FACTORS THAT INFLUENCE CONSUMER’S PURCHASE

INTENTION TOWARDS GREEN FOODS

The following statements relate to your perception and judgment towards green

food purchasing. Please indicate the degree to which you agree or disagree with

each of the following statements:

Strongly

Disagree

Disagree

Slightly

Disagree

Neutral Slightly

Agree

Agree

Strongly

Agree

1 2 3 4 5 6 7

1. Self Identity

Q1. I think I will engage in green purchasing 1 2 3 4 5 6 7

behavior owing to moral concerns.

Q2. Engaging in green food purchasing is a 1 2 3 4 5 6 7

important part of who I am.

Q3. I purchased green food because I think 1 2 3 4 5 6 7

of myself as someone who is very

concerned with environmental issues.

2. Long Term Orientation

Q1. I usually make an attempt to eat a well- 1 2 3 4 5 6 7

balance diet by consuming green foods.

Q2. In the long-run, people who take care of 1 2 3 4 5 6 7

themselves stay healthy by consuming

green food.

Q3. I consume green food because it is healthier 1 2 3 4 5 6 7

than the conventional one.

Q4. I think that I am protecting my health for 1 2 3 4 5 6 7

future by consuming green food.


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3. Deontology

Q1. I choose to purchase green food because 1 2 3 4 5 6 7

It is consistent with my principles.


I have the moral duty to behave that way.

Q3. I choose to purchase green food because this 1 2 3 4 5 6 7

behavior is definitely right.


the other alternative is morally forbidden

such as animal testing food.

4. Collectivism

Q1. I respect majority’s wish especially towards 1 2 3 4 5 6 7

green food consumption.

Q2. I support my group, whether they are right or 1 2 3 4 5 6 7

wrong towards green food consumption.

Q3. I respect decisions made by my group on 1 2 3 4 5 6 7

green food consumption.

Q4. I purchase green food to maintain harmony 1 2 3 4 5 6 7

in my group.

5. Purchase Intention

Q1. I am willing to go out of my way to obtain 1 2 3 4 5 6 7

green food.

Q2. My personal goal is to consume as much 1 2 3 4 5 6 7

green food as possible.

Strongly

Disagree

Disagree

Slightly

Disagree

Neutral Slightly

Agree

Agree

Strongly

Agree

1 2 3 4 5 6 7


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Strongly

Disagree

Disagree

Slightly

Disagree

Neutral Slightly

Agree

Agree

Strongly

Agree

1 2 3 4 5 6 7

Q3. I will make every effort to purchase green 1 2 3 4 5 6 7

food.

Q4. I have seriously thought of buying more 1 2 3 4 5 6 7

green food.

Q5. I have a firm intention to buy green 1 2 3 4 5 6 7

food in the future.

All the information is treated as “Private and Confidential”.

Thank you very much for your participation in this survey.

Your time and opinions are deeply appreciated.


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Appendix B: Output SPSS for Demographic Profile

Statistics

Gender Race Age Marital Status Income Level Employment

N Valid 200 200 200 200 200 200

Missing 0 0 0 0 0 0

Gender


Percent

Valid

Male 87 43.5 43.5 43.5

Female 113 56.5 56.5 100.0

Total 200 100.0 100.0

Race


Percent

Valid

Chinese 101 50.5 50.5 50.5

Indian 48 24.0 24.0 74.5

Malay 49 24.5 24.5 99.0

Others 2 1.0 1.0 100.0

Total 200 100.0 100.0

Age


Percent

Cumulative

Percent

Valid

20 years and

below 6 3.0 3.0 3.0

21-30 years 128 64.0 64.0 67.0

31-40 years 47 23.5 23.5 90.5

41 years and above 19 9.5 9.5 100.0

Total 200 100.0 100.0


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Marital Status


Percent

Valid

Single 131 65.5 65.5 65.5

Married 64 32.0 32.0 97.5

Divorced 3 1.5 1.5 99.0

Widowed 2 1.0 1.0 100.0

Total 200 100.0 100.0

Income Level


Percent

Cumulative

Percent

Valid

RM1000 and

below 64 32.0 32.0 32.0

RM1001-RM3000 46 23.0 23.0 55.0

RM3001-RM5000 54 27.0 27.0 82.0

RM5001 and

above 36 18.0 18.0 100.0

Total 200 100.0 100.0

Employment


Percent

Valid

Homemaker 7 3.5 3.5 3.5

Student 65 32.5 32.5 36.0

Technical 12 6.0 6.0 42.0

Administrative 26 13.0 13.0 55.0

Self-employed 20 10.0 10.0 65.0

Managerial 21 10.5 10.5 75.5

Professional 44 22.0 22.0 97.5

Others 5 2.5 2.5 100.0

Total 200 100.0 100.0


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Have respondents purchased green food before.


Percent

Valid

Yes 147 73.5 73.5 73.5

No 53 26.5 26.5 100.0

Total 200 100.0 100.0


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Appendix C: Output SPSS for Central Tendencies

Attitude

Statistics

I think i will

engage in green

purchasing

behavior owing to

moral concerns.

Engaging in green

food purchasing is

an important part

of who i am.

I purchase green

food because i

think of myself as

someone who is

very concern with

environmental

issues.

N Valid 200 200 200

Missing 0 0 0

Mean 4.660 4.370 4.670

Median 5.000 4.000 5.000

Mode 4.0 4.0 5.0

I think I will engage in green purchasing behavior owing to moral concerns.


Percent

Valid

Strongly disagree 4 2.0 2.0 2.0

Disagree 6 3.0 3.0 5.0

Slightly Disagree 24 12.0 12.0 17.0

Neutral 57 28.5 28.5 45.5

Slightly Agree 53 26.5 26.5 72.0

Agree 41 20.5 20.5 92.5

Strongly Agree 15 7.5 7.5 100.0

Total 200 100.0 100.0


of 116

Engaging in green food purchasing is an important part of who I am.


Percent

Valid

Strongly Disagree 2 1.0 1.0 1.0

Disagree 18 9.0 9.0 10.0


Neutral 54 27.0 27.0 53.5


Agree 34 17.0 17.0 94.5


Total 200 100.0 100.0

I purchase green food because I think of myself as someone who is very

concern with environmental issues.


Percent

Valid


Disagree 12 6.0 6.0 7.0


Neutral 44 22.0 22.0 42.0


Agree 50 25.0 25.0 94.0


Total 200 100.0 100.0


of 116


Statistics

I usually make

an attempt to

eat a well-

balanced diet

by consuming

green food.

In the long

run, people

who take care

of themselves

stay healthy

by consuming

green food.

I consume

green food

because it is

healthier than

the

conventional

one.

I think that i

am protecting

my health for

future by

consuming

green food.

N Valid 200 200 200 200

Missing 0 0 0 0

Mean 4.810 5.170 5.350 5.170

Median 5.000 5.000 6.000 5.000

Mode 6.0 6.0 6.0 5.0

I usually make an attempt to eat a well-balanced diet by consuming green

food.


Percent

Valid

Strongly Disagree 1 .5 .5 .5

Disagree 9 4.5 4.5 5.0


Neutral 39 19.5 19.5 40.5


Agree 52 26.0 26.0 89.0

Strongly Agree 22 11.0 11.0 100.0

Total 200 100.0 100.0


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In the long run, people who take care of themselves stay healthy by

consuming green food.


Percent

Valid


Disagree 6 3.0 3.0 3.5


Neutral 32 16.0 16.0 28.5


Agree 58 29.0 29.0 83.5

Strongly Agree 33 16.5 16.5 100.0

Total 200 100.0 100.0

I consume green food because it is healthier than the conventional one.


Percent

Valid


Disagree 6 3.0 3.0 3.5


Neutral 30 15.0 15.0 25.0


Agree 56 28.0 28.0 77.0

Strongly Agree 46 23.0 23.0 100.0

Total 200 100.0 100.0

I think that I am protecting my health for future by consuming green food.


Percent

Valid


Disagree 7 3.5 3.5 4.5


Neutral 33 16.5 16.5 27.5


Agree 54 27.0 27.0 83.0

Strongly Agree 34 17.0 17.0 100.0

Total 200 100.0 100.0


of 116

Deontology

Statistics

I choose to

purchase

green food

because it is

consistent

with my

principles.

I choose to

purchase

green food

because i have

the moral duty

to behave that

way.

I choose to

purchase

green food

because this

behavior is

definitely

right.

I choose to

purchase

green food

because the

other

alternative is

morally

forbidden

such as animal

testing food.

N Valid 200 200 200 200

Missing 0 0 0 0

Mean 4.315 4.245 4.555 4.665

Median 4.000 4.000 5.000 5.000

Mode 4.0 4.0 5.0 5.0

I choose to purchase green food because it is consistent with my principles.


Percent

Valid


Disagree 18 9.0 9.0 11.0


Neutral 60 30.0 30.0 55.0


Agree 21 10.5 10.5 93.0

Srongly Agree 14 7.0 7.0 100.0

Total 200 100.0 100.0


of 116

I choose to purchase green food because I have the moral duty to behave

that way.


Percent

Valid


Disagree 17 8.5 8.5 10.5


Neutral 58 29.0 29.0 59.0


Agree 24 12.0 12.0 93.0


Total 200 100.0 100.0

I choose to purchase green food because this behavior is definitely right.


Percent

Valid


Disagree 14 7.0 7.0 9.0


Neutral 40 20.0 20.0 46.0


Agree 45 22.5 22.5 92.0


Total 200 100.0 100.0

I choose to purchase green food because the other alternative is morally

forbidden such as animal testing food.


Percent

Valid

Strong Disagree 5 2.5 2.5 2.5

Disagree 8 4.0 4.0 6.5


Neutral 51 25.5 25.5 44.0


Agree 38 19.0 19.0 90.5


Total 200 100.0 100.0


of 116

Collectivism

Statistics

I respect

majority's

wish

especially

toward green

food

consumption.

I support my

group,

whether they

are right or

wrong toward

green food

consumption.

I respect

decisions

made by

group on

green food

consumption.

I purchase

green food to

maintain

harmony in

my group.

N Valid 200 200 200 200

Missing 0 0 0 0

Mean 4.870 4.570 4.930 4.125

Median 5.000 5.000 5.000 4.000

Mode 6.0 4.0 5.0 4.0

I respect majority's wish especially toward green food consumption.


Percent

Valid


Disagree 5 2.5 2.5 5.5


Neutral 46 23.0 23.0 37.5


Agree 55 27.5 27.5 90.0

Strongly Agree 20 10.0 10.0 100.0

Total 200 100.0 100.0

I support my group, whether they are right or wrong toward green food

consumption.


Percent

Valid


Disagree 11 5.5 5.5 7.0


Neutral 53 26.5 26.5 47.5


Agree 44 22.0 22.0 94.0


Total 200 100.0 100.0


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I respect decisions made by group on green food consumption.


Percent

Valid


v 3 1.5 1.5 2.0


Neutral 50 25.0 25.0 35.5


Agree 49 24.5 24.5 91.5


Total 200 100.0 100.0

I purchase green food to maintain harmony in my group.


Percent

Valid


Disagree 17 8.5 8.5 15.0


Neutral 65 32.5 32.5 61.5


Agree 29 14.5 14.5 95.0


Total 200 100.0 100.0

Purchase Intention

Statistics

I am

willing to

go out of

my way to

obtain

green food.

My

personal

goal is to

consume as

much green

food as

possible.

I will make

every effort

to purchase

green food.

I have

seriously

thought of

buying

more green

food.

I have a

firm

intention to

buy green

food in the

future.

N Valid 200 200 200 200 200

Missing 0 0 0 0 0

Mean 4.410 4.325 4.510 4.420 4.690

Median 4.500 4.000 4.000 4.000 5.000

Mode 5.0 4.0 4.0 4.0 4.0


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I am willing to go out of my way to obtain green food.


Percent

Valid


Disagree 13 6.5 6.5 9.5


Neutral 46 23.0 23.0 50.0


Agree 43 21.5 21.5 95.5


Total 200 100.0 100.0

My personal goal is to consume as much green food as possible.


Percent

Valid


Disagree 15 7.5 7.5 13.0


Neutral 48 24.0 24.0 54.5


Agree 32 16.0 16.0 90.0

Strongly Agree 20 10.0 10.0 100.0

Total 200 100.0 100.0

I will make every effort to purchase green food.


Percent

Valid


Disagree 9 4.5 4.5 7.5


Neutral 59 29.5 29.5 51.0


Agree 32 16.0 16.0 91.0


Total 200 100.0 100.0


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I have seriously thought of buying more green food.


Percent

Valid


Disagree 15 7.5 7.5 10.0


Neutral 52 26.0 26.0 51.0


Agree 35 17.5 17.5 93.5


Total 200 100.0 100.0

I have a firm intention to buy green food in the future.


Percent

Valid


Disagree 10 5.0 5.0 8.0


Neutral 50 25.0 25.0 46.5


Agree 46 23.0 23.0 87.5

Strongly Agree 25 12.5 12.5 100.0

Total 200 100.0 100.0


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Appendix D: Output SPSS for Reliability

Self-identity

Case Processing Summary

N %

Cases

Valid 200 100.0

Excludeda 0 .0

Total 200 100.0

a. Listwise deletion based on all

variables in the procedure.

Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based on

Standardized Items

N of Items

.865 .865 3


Scale: ALL VARIABLES


N %

Cases

Valid 200 100.0

Excludeda 0 .0

Total 200 100.0





Standardized Items

N of Items

.886 .886 4


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Deontology


N %

Cases

Valid 200 100.0

Excludeda 0 .0

Total 200 100.0





Standardized Items

N of Items

.856 .856 4

Collectivism


N %

Cases

Valid 200 100.0

Excludeda 0 .0

Total 200 100.0





Standardized Items

N of Items

.811 .817 4


of 116

Purchase Intention


N %

Cases

Valid 200 100.0

Excludeda 0 .0

Total 200 100.0





Standardized Items

N of Items

.921 .922 5


of 116

Appendix E: Output SPSS for Pearson Coefficient Correlations

Correlations

SI LTO DEO COL PI

SI

Pearson

Correlation 1

Sig. (2-tailed)

N 200

LTO

Pearson

Correlation .776

** 1

Sig. (2-tailed) .000

N 200 200

DEO

Pearson

Correlation .793

** .721

** 1

Sig. (2-tailed) .000 .000

N 200 200 200

COL

Pearson

Correlation .571

** .665

** .635

** 1

Sig. (2-tailed) .000 .000 .000

N 200 200 200 200

PI

Pearson

Correlation .728

** .750

** .805

** .651

** 1

Sig. (2-tailed) .000 .000 .000 .000

N 200 200 200 200 200

**. Correlation is significant at the 0.01 level (2-tailed).


of 116

Appendix F: Out SPSS for Multiple Regression toward Purchase Intention

Variables Entered/Removeda

Model Variables Entered Variables Removed Method

1 COL, SI, LTO, DEOb . Enter


b. All requested variables entered.

Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .848a .718 .713 .69680

a. Predictors: (Constant), COL, SI, LTO, DEO

ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 241.633 4 60.408 124.417 .000b

Residual 94.678 195 .486

Total 336.312 199


b. Predictors: (Constant), COL, SI, LTO, DEO

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) -.417 .239 -1.745 .083

SI .076 .077 .070 .985 .326

LTO .291 .074 .264 3.920 .000

DEO .519 .074 .474 7.013 .000

COL .160 .064 .134 2.517 .013

a. Dependent Variable: AVPI

chapter 1 : research overvieweprints.utar.edu.my/1712/3/content_of_fyp.pdf · chapter 1 : research...

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